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。茉莉与翠鸟，清新而灵动。它们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。

在媒介层面，我们尝试在插画与摄影之间建立协同关系。摄影记录生活场景，带来当下感与亲近感；插画则引入东方的审美节奏，营造柔软、轻盈、富有情绪氛围的视觉空间。两者互为补充：一实一虚，一近一远，让画面既有温度，也有余韵。

包装形态坚持 “克制中求表达”。茉莉花茶袋的顶部区域加入了 “花朵” 插画元素，在不改变包装结构的前提下，增强品类属性的直观感知，使产品在陈列中具备更高辨识度。

Inspired by the poetic imagery 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 symbolism. Jasmine paired with the kingfisher conveys freshness and agility, becoming a visual metaphor for the character of the tea itself. Between tea and nature, the brand builds a recognizable “personality system” that gives each flavor its own identity and emotional presence.

The visual language combines illustration and photography to create a balanced sensory experience. Photography captures everyday moments with warmth and immediacy, while illustration introduces a softer and more atmospheric Eastern aesthetic. Together, they create a visual rhythm that feels both intimate and poetic. The packaging maintains a restrained structure, while floral illustrations integrated into the top area of the jasmine tea bag enhance category recognition and strengthen shelf visibility without altering the original form.

创作信息

作品名称：三只松鼠 茶三口茉莉花茶 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  许 英达  陶 宗锃 视觉表现：董    天  柒    坞 运营推广：吕 宇星  王    钰 特别鸣谢：花椒的Alex