DARLCHA Tea Gives You A Taste Of History

by Alianne Valladares-Prieto on 02/22/2021 | 3 Minute Read

Tea is a delicacy enjoyed by a number of cultures for a number of reasons. The traditional Korean “Gyeongokgo", for example, is a holistic form of medicine used historically to prevent disease and build immunity. This herbal tea is what DARLCHA, a premium tea brand, takes inspiration from.

Combining tradition with modernity, AURG Studio set out to create a brand identity that is as profound as the variety of tea flavors offered by the brand. By including pantones in the design features, the modern perspective DARLCHA aims to combine with tradition, is emphasized. The cylindrical packaging also provides a modern twist, while calling attention to what appears to be minimalist, colorful, watercolor sketches of moon jars on each box.  Each tea is color coded, represented by the colorful swatches provided and labeled. 


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DARLCHA is a premium tea brand based off of the Korean "Gyeongokgo" recipe. It provides different options depending on whether you care to prepare it in the morning, midday, or evening, in order to suit the modern life cycle. We aim to contribute to a healthy beverage culture without caffeine.

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Neat and restrained beauty, purity, and balance are the values that DARLCHA considers the most important. DARLCHA's drinks also hold these values. Various ingredients are harmoniously combined to create a pure, subtle, and deep taste.

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The aesthetics of Joseon, based on Neo-Confucianism, emphasize inner beauty. They pursue clean, pure, and restrained beauty rather than being colorful. 

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The moon jar is one of the most representative white porcelain pieces of the Joseon Dynasty and undoubtedly represents pure and restrained beauty. A traditional moon jar is made by connecting two lumps together. If you reflect on the moon jar’s design elements, you feel the balance between symmetry and asymmetry. In the same way, we worked to approach the restrained beauty, purity, and balance of the moon jar from a modern perspective.

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