Communication

Fu Tea

Extra Form

Country	Chinese Taipei
Year	2022
Award	GOLD WINNER
Affiliation	China University of Technology
Designer	Sun Ying Hsuan, WU ZHUO LONG, CHEN CHUNG
Description(English)	The main product of Fu Tea is “Scented Tea”, consumers are unfamiliar to them in contrast to western scented tea on the market, but the process of producing these tea leaves expend immense manpower and material resourcesr. We aim at building up a more complete brand image, the foundation of our concept is based on Fu Tea’s future vision, features, and stories. By lessening the terrain of Yilan into a horizontal painting, using neutral color tones to create our hand drawings, then divided the painting into four parts, each recounts different stories about the tea plantation.
Description(Native)	正福茶園是位於宜蘭冬山的百年茶園，也是青年返鄉及農業轉型的成功案例。有感於「吃飽容易 吃好不易」第四代老闆自返鄉後 除了積極轉型休閒農業外 也將茶葉從傳統文化再升級 改用自然農法取代傳統栽種等方式 替傳統產業注入新血。 正福茶園出產之主要商品為『窨花茶』，相較於市面上西式花茶，消費者對於窨花茶是陌生的，而窨花茶的窨製過程是十分耗費人力及材料成本的，收成多寡也要看老天臉色，因此現今少有人願意去製作。 我們認為正福茶園的特色產品及經營精神應該被更多人看到，我們希望能夠協助正福茶園製作更完善的品牌形象，以品牌願景、茶園特色、品項故事做發想主軸，將宜蘭地形濃縮成一幅橫式插畫，並將其分隔為四等份，四等份又各自成一幅獨立畫作，各自述說茶種或是茶園故事，讓這個品牌有內而外的述說著宜蘭正福茶園的故事。 我們選定柚花金萱、梔香翠玉、素馨白鷺、茶花沁玉四種品項，由茶園故事、企業願景、品項故事做發想核心，將宜蘭地形濃縮成一橫式插畫，並將其分割為四等份，排除延後開花或是一年多季的問題，這四種花大致盛開在各季節中，由於我們是中間調性的顏色，很容易看起是同版不同色，因此我們捨棄了延續插畫的相同版面配置，讓各等份又各自成畫去細說，如春季的雞和栽種方式、夏季是茶農與宜蘭天氣、秋季是復育和冬季的小綠葉蟬與山泉水灌溉，再根據插畫的發展性去製作各包裝，讓消費者透過翻轉拼湊的方式認識宜蘭冬山的正福茶園。
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