T H É M O M E N T
THÉ MOMENT 的品牌標誌，巧妙以筆劃帶出多重字義。俐落纖細的字形首看是「THE MOMENT 」，代表旗下冷泡茶隨時隨刻都適合享用。但細看「É」的頂端，微翹起的一筆令「THE」變身法文「THÉ」，是「茶」的意思，「THÉ MOMENT」也是「TEA MOMENT」，寓意此刻正是喝茶時。
Logo of THÉ MOMENT conveys multiple meanings through the creative play on strokes. At its first look, the neat and refined typeface present “THE MOMENT”, stating the brand's belief of cold brew tea being savored and suitable for every moment. At a closer look, the slightly curly end on top of “É” endow the word with new meaning - “THÉ” as “TEA” in French. “THE MOMENT” becomes ‘TEA MOMENT”. It is the moment, it is tea moment!
配合品牌崇尚自然，追求新鮮原味的製茶原則，瓶身設計以大自然為主軸，用線畫山，抽象模仿茶園層層相疊，如布傾瀉而下之景。
Embracing the green spirit, THÉ MOMENT crafts fresh, original and premium tea. Scenic beauty of nature is thus chosen to be the core concept of the tea bottles’ design. The dexterous dealing with lines and layers on the packaging abstractly present the expanding, uneven patterns of tea plantations, as well as the mile by mile tea farm on the picturesque hills.
而各款茶名均蘊含「時間」元素，貫徹品牌「時刻用茶」的理念。設計精心構思顏色比例，對應當中聯繫 －例如 Phoenix Sunrise 是日出時黑底白霧帶交錯紅光；Alisan Morning 為清晨時分黑白對半；Day Dreaming 則加重白煙比例，略蓋過幽黑樹影表現日間；晚間系列如 Bergamot Night 和 Midnight Blossom 均以黑背景為主，加添點點星塵和微量白煙呈現夜深時刻，後者更有花瓣飄落，暗示茶內花香。
Each kind of tea has a sense of time underneath, celebrating the brand’s motto of “enjoying tea in every moment”. The colour proportion and balance are finely planned to construct a diversity of symbols of time to echo with the nature of tea. For example, Phoenix Sunrise capture the moment of daybreak, with scattered sunlight in a dark, foggy dawn. Alisan Morning presents a half awake, half asleep morning, with a clever use of half-half mix of black and white. Day Dreaming purposely increase the proportion of white fog and tune down shadows of trees at the back to emphasise the day time. Bergamot Night and Midnight Blossom, from the “Night-series”, develop in a black background. Stardust and the thin, misted fog indicate the time of midnight. The little petal falling on Midnight Blossom also implies the flowery flavour of the tea.
—
Design Director: Woody Chau
Art Director: Can Chan
Graphic Design & Illustration: Can Chan
© All right reserved by Never-Never
© All right reserved by Never-Never
