ABOUT

"General Mountain" is the flagship tea brand of Zhaoping, one of China's largest tea-producing areas. To highlight Zhaoping’s tea heritage, we extracted the Chinese character "昭" as a core symbol, transforming it into a seal-like design that naturally evokes the imagery of tea fields. This concept extends into a "Tea Field Letterpress" typographic system, blending traditional culture, tea attributes, and youthfulness seamlessly. For package, we mobilized the local elderly's embroidery skills to present the font in traditional embroidery, generating sales while boosting local employment rates.