创意说明

花间品茶听鸟鸣，中国古典美学中的浪漫诗意。我们从中汲取灵感，以花与鸟为意象，为不同的茶注入鲜明性格。龙井搭春燕，自带一身春意。它们不是视觉上的点缀，而是茶性的一种气质隐喻。在茶与自然之间，我们构建起一个可识别、可联想的 “性格系统”，让每一口茶，都有了自己的形象与神情。

画面由三层空间结构组成视觉叙事：花鸟位于前景，引导观者进入画面；茶器与茶汤为中景核心，呈现产品本体；山水在远景展开，提供空间深度与文化延伸。画面不是简单呈现设计感，而是构建一种观看路径 —— 每一层画面都有明确叙事任务，使观看沉浸下来。

罐装龙井的盖子还原为盖碗形态，是对 “喝茶” 行为的直接回应。这些细节不以装饰为目的，而是功能与语意的统一，是视觉设计退场后依然成立的产品逻辑。

Inspired by the poetic atmosphere of “tea among flowers and birdsong,” the design draws from classical Chinese aesthetics to create distinct personalities for different tea varieties through floral and bird imagery. Paired with spring swallows, Longjing tea naturally conveys the vitality and freshness of spring. These elements are not decorative additions, but visual metaphors for the character of the tea itself, forming a recognizable “personality system” between tea and nature.

The visual narrative is structured through three spatial layers: flowers and birds in the foreground guide the viewer into the scene, tea ware and tea become the central focus, while distant landscapes provide cultural depth and atmosphere. Rather than simply presenting aesthetics, the composition creates an immersive viewing experience with a clear narrative rhythm. The canned Longjing tea lid is designed in the form of a traditional gaiwan lid, directly referencing the act of tea drinking itself — a detail where function and meaning remain unified beyond decoration.

创作信息

作品名称：三只松鼠 茶三口龙井茶 品牌持有：三只松鼠 股份有限公司

遇义团队成员

原创设计：陈 义文   谷    振 视觉表现：董    天   花椒的Alex 运营推广：吕 宇星   王    钰