The authentic ancient charcoal roasted tea can produce a unique type of tea through the art of roasting. Fire roasting creates a unique tea fragrance of a completely different depth of aroma. With every drop of tea, fascination of its freshness and profoundness overtake you. The first generation of charcoal roasted tea in Taiwan began in the late Qing Dynasty with 40 official tea roasters coming to Taiwan. Ho Chun Tea is a legacy of three generations of roasting mastery passed down since the Qing Dynasty. An inspiring awe overtakes you as you come to understand the extremely time-consuming process of roasted tea, starting from the selection of Longan charcoal and rice to its slow roasting, taking up 15 days of non-stop hard work.
Behind every sip of tea are countless hours of hard work day and night, turning of the tea leaves, caring of the fields, timing the harvest, gauging the roasting temperature, and decades of mastery, fine-tuning the senses to become extremely acute and sharp.
The brand recognition is built on Ho Chun Tea’s strong tradition of roasting tea and its mastery, which is at the core of its brand. The design combines the image of the crushed Longan charcoal, the chaff from rice paddies, and the symbol of the sun to symbolize the most important element, yet most difficult component of the process: “temperature”. These visuals represent the arduous process of roasting, non-stop day and night diligence to create the most authentic roasted tea. Together, these elements create the legacy and the profound story behind the brand.
The vectors of the font design combine the concepts of “tea leaf contour” and “charcoal silhouette”, merging both proportion and rhythm to create a balanced visual and conveying the brand’s professionalism without losing its legacy and history.
The application of the royal purple color echo the unique value of “roasting” with the auxiliary graphics use the colors of the sky to bring out the bright of the morning to the colors of the night. The undulating lines resemble the mountain which are home to this amazing tea. The symbolic imagery of rows of roasting baskets, the changes from sun to moon, and the craftsmanship of the master all conjoin to create the auxiliary image reflecting a more oriental style. In the future, the visual development will not only highlight the unique value of Ho Chun Tea’s original brand but create an extension of various flexible visual applications.