BaoLanHao
BaoLanHao, adhering to the product concept of condensing the flavor of time and restoring the memories of the years, embraces local cultural scenes and delves deeply into the category of aged tea. It is a premium tea brand that awakens all imaginations about tea.
As the brand enters a new stage of development, BaoLanHao urgently needs a new visual system that combines the charm of the East with modern aesthetics, to use a unified visual language to address the broader and more diverse brand touchpoints brought about by brand growth, and to shape a more cohesive brand image.
Through repeated communication with the brand, we verified and restructured the design multiple times, and jointly sorted out a visual architecture that achieves a high degree of unity from brand recognition to product classification experience. We also updated the brand's packaging materials, advertising images, online visual systems and other designs covering multiple touchpoints.
During the brand upgrade process, while retaining the basic font of the brand logo, we extracted the Chinese characters “寶蘭謹制” that metaphorically represent the brand’s value and made them a key part of the visual communication symbol. We also took the traditional Chinese plaque form as the creative starting point and placed them prominently within the design. This arrangement conveys the direct perception of the tea’s “meticulous craftsmanship” and “quality guarantee”, and the brand’s “sense of trust” and “peace of mind” are thus cultivated.
For consumers, a “plaque” symbolizes tradition, authenticity and time-honored brands; while for BaoLanHao, it represents craftsmanship, inheritance and vision. We have transformed this dual meaning into the core visual identity of the brand: an open form of the “寶蘭謹制” plaque, like a content space that can be continuously extended, presenting rich application methods through changes in color, image, text, and three-dimensional dynamics in different media and scenarios.
Color plays a significant role in the new visual experience. We hope that BaoLanHao will no longer be confined to the use of a single brand color. Therefore, we have redefined the color system and established a set of color combinations that match the “flavor” of the brand, integrating them into the product experience. Each color serves as a hint to a specific tea-making process, taste characteristics, and the appearance of the tea infusion, as well as an evocation of the flavor.
Chinese patterns are one of the core visual languages in label design. By extending the combination and application of patterns, more information about tea products can be carried. The flexible and updatable label design enables the series packaging to naturally form a plaque-like system with “uniform flavor and orderly years” when displayed. This ensures high recognition even in complex information scenarios, remaining clear and eye-catching.
The visual renewal of BaoLanHao is not merely an external form iteration, but more of an internal brand strategy. It enables the brand to have a stronger memory and the evolution of added value. The consistent “寶蘭謹制” throughout makes it possible for the market to quickly recognize the brand and helps it achieve its commercial goals.
寶蘭謹制
寶蘭號，秉承凝聚时间风味、还原年份记忆的产品理念，拥抱在地文化景象，深耕年份茶品类，是唤醒关于茶一切想象的精品茶业品牌。
随着品牌发展至全新阶段，寶蘭號亟需一个能兼具东方韵味与现代审美的全新视觉系统，以统一视觉逻辑的传播语言，应对品牌增长所带来覆盖面更宽广、多元的品牌触点，塑造一个更具凝聚力的品牌形象。
我们与品牌在一次次的沟通中，反复验证重构，共同梳理出实现从品牌识别到产品分类体验高度统一的视觉架构，并为其更新了包装物料、广告形象、线上视觉系统等覆盖品牌多触点的设计。
在品牌升级过程中，我们保留品牌字型标识的基础下，将隐喻品牌价值的“寶蘭謹制”中文汉字，提炼成为视觉传播符号中的关键一环，并结合中式传统牌匾形式作为创意切入点，堂堂地布局于其中，以此表现出茶品“用心制作”与“品质保证”的直观感受，品牌的“信赖感”与“安心感”亦由此酝酿而生。
对于消费者而言，“牌匾”意味着传统、正宗与老字号；而对于寶蘭號，则对应着匠心、传承和愿景。我们将这种双向意义转化为品牌的核心视觉：一个开放的“寶蘭謹制”牌匾形式，如同可被不断延展的内容空间，在不同媒介与场景下，通过色彩、图像、文本、以及三维动态等变化，呈现丰富的应用方式。
色彩在新的视觉中扮演着重要角色，我们希望寶蘭號不再拘泥于单一品牌色的使用，因此针对色彩系统重新进行细分设定，为品牌建立一套匹配“风味”的色彩组合，将其融入到产品体验的感受当中。每一种色彩都是对特定的制茶工艺、口感特征与茶汤呈现的暗示，亦是关于风味的想象。
中式纹样是标签设计的核心视觉语言之一，通过延展纹样的组合应用来承载更多茶品信息。便于灵活更新的标签设计，使得系列包装在陈列中自然构建出“风味划一、年份有序”的牌匾形式体系。确保在信息繁杂的场景中，依然保持极高的识别度，清晰醒目。
寶蘭號的视觉焕新，不止于一种外在的形式迭代，更多是一种内在的品牌策略。它让品牌具备更强的记忆度与附加价值的衍化，贯穿始终的“寶蘭謹制”，从而让市场可以快速认知品牌，帮助其实现商业中的目标。
