缦作丨新中式养生花茶品牌设计

「缦作」，一家致力于为Z世代带来既有仪式感又便携的轻养生茶饮品牌。品牌从《本草纲目》汲取灵感，以天然花卉为原料，现代工艺精心调配，保留了古法花卉养生哲学的同时，又以新中式美学为消费者带来独特的体验。我们基于对市场规模现状、消费者群体变化等深度调研，发现为了规避“同质化”问题，养生花茶品牌越来越重视文化调性的塑造、包装的设计升级——融合传统与现代美学、提升便携性成为主要趋势。

Manzuo "is a light health tea brand dedicated to bringing a sense of ceremony and portability to Generation Z. The brand draws inspiration from the Compendium of Materia Medica, using natural flowers as raw materials and carefully blending them with modern craftsmanship. While retaining the ancient philosophy of floral health preservation, it also brings a unique experience to consumers with a new Chinese aesthetic. Based on in-depth research on the current market size and changes in consumer groups, we have found that in order to avoid the problem of "homogenization", health tea brands are increasingly emphasizing the shaping of cultural tone and upgrading packaging design - integrating traditional and modern aesthetics and enhancing portability have become the main trends.

设计过程中，我们用当代设计手法去呈现中式韵味。不同于传统的中式品牌常用的莫兰迪色系，我们选用黑色与高饱和度的色系碰撞搭配，融入笔触细腻的花卉插画，在穿插以宋体变形的文字设计，所有设计元素构成了梦幻绮丽的画面，既有保留传统东方韵味，又能找到当代亚文化的影子。

In the design process, we use contemporary design techniques to present the charm of Chinese style. Unlike the traditional Morandi color scheme commonly used by Chinese brands, we use a collision and combination of black and high saturation color schemes, incorporating delicate floral illustrations and interspersed with text designs in Song typeface. All design elements form a dreamy and beautiful picture, retaining traditional Eastern charm while also finding the shadow of contemporary subcultures.