Mountea

About The Entry

Mountea is located in the mountainous city of Chongqing, with "Mountain Top Tea" as its core product,opening up the poetic aroma of tea in urban life between the tea flavor and the mountain charm.

In Chinese tea culture, the soul of tea has traditionally been associated with brewing. As stated in Lu Yu's "Classic of Tea" ,"Most methods of making tea are not as good as Boiling tea". Therefore, the design takes "boiling" as the starting point, conveying the beauty of "boiling a pot of tea, feeling a mountain."

The Chinese font is evolved from a bold font, with clean and neat strokes. The change in the character "山" (mountain) with a protruding upper part emphasizes the towering nature of the mountain, making the overall design more harmonious while also adding a sense of sophistication, simplicity, and modernity.

Using an interesting design approach, the brand's content is transformed into intuitive graphics. While inheriting tradition, it peels away the heaviness of tea culture, reinterpreting it in a modern way to achieve a fresh transformation of tea culture towards younger tea-drink customers.