Design: Lung-Hao Chiang
Project Type: Produced
Client: cama café
Product Launch Location: Taiwan
Packaging Contents: Coffee
Packaging Substrate / Materials: Paper, Aluminium
Printing Process: Digital printing, Screen printing
“Poem of Fragrance: Taste the Art of Poetry” extracts the artistic conception of poetry, to interpret the aesthetics of classical Chinese poems on specialty coffee. cama café pays tribute to one of the greatest calligraphy masterpieces from Song Dynasty, presenting the design as a metaphor for the pursuit of Song Huizong’s perspectives.
Huizong, the emperor and calligrapher of the Northern Song Dynasty. Following his calligraphic style – slender gold – the features being forceful yet elegant, cama café uses a set of the gourmet coffee gift boxes as a spring-board into Huizong’s musings of life, rebuilds the scene description in his garden. The project is also a combination of traditional Chinese culture and coffee culture in the modern-day.
The visual concept reflects on the impression of a poetic mood, which leads the audience to fully experience both vision and coffee aroma with our five senses. It is said that the sky-blue Ru ware was a romantic dream from Song Huizong, he commanded his ministers to produce potteries in the color of “sky blue after rain”. The gift box cover is designed with the embossed poem phrases written by Huizong, showing the elegance and restrainedness of the Song Dynasty aesthetics.
cama café merges floral fragrance from specialty coffee with Song Huizong’s poetic the atmosphere, all coffee lovers may also taste the art of poetry while enjoying a cup of good coffee. The concept of designs traces the path of sky-blue china from the Song Dynasty, combined with the imprinted poem phrases, representing the elegance and restrainedness of the Song Dynasty aesthetics.