Tang’an Song：Chang’an Chronicle – Golden Flower Dragon Pearl

About The Entry

Centered on the profound millennial cultural heritage of Chang’an, this packaging design subverts the superficial, homogenized Chinese aesthetics prevalent in conventional tea packaging. It materializes the intangible cultural value and in-depth brand heritage of Fu tea, delivering visible, perceptible and premium cultural expression through innovative visual storytelling and refined craftsmanship.

Adopting solemn classic red as the base tone, the gift box features a three-dimensional “Chang’an” logo crafted via delicate hot stamping. Its soft metallic luster unites classical elegance and contemporary premium texture, fitting perfectly with business gifting and collection scenarios. Moving beyond flat typography design, the work deconstructs the stroke skeleton of the Chinese characters “Chang’an” and integrates Xi’an urban landmarks and prosperous Tang dynasty patterns into every stroke, creating an exclusive visual narrative of “scenery embedded in characters, and city embodied in scenery”.

Innovating in both temporal and spatial dimensions, the entire box is subtly embellished with faint Twenty-four Solar Terms seal textures. The design bridges the time-honored historical context of ancient Chang’an and the natural aging and precipitation traits of Fu tea, merging millennial heritage with temporal craftsmanship to endow the product with profound cultural and temporal depth.

Breaking the rigid aesthetic limitations of traditional tea packaging, this design organically integrates cultural symbols, temporal logic and high-end techniques. It reshapes the modern aesthetic temperament and commercial value of traditional Fu tea, overturns public stereotypes of classic tea packaging, and realizes dual empowerment of traditional cultural inheritance and brand value upgrading.