PURE Pure and transparent, Simple and Straightforward
TEA "Tea" Oriental Cultural Product

PURE 纯粹而通透、简单而直白
TEA“茶”东方文化产物

品牌定位：现代东方文艺风

PURE TEA茶愫品牌借以代表东方文艺生活情怀“茶”的印象放置现代语境下重新思考与审视，打破对东西方观念划分的界限。以艺术生活的视角去感悟东西方文化，用直白的设计语言描绘东方美学，用现代的设计手法创作新概念的东方文艺风格，将西方文化中的人与自然，和东方文化的细腻情怀进行碰撞，从而带动新生代对东方文化进行全新的思考。

PURE TEA存在于一个模糊的时代, 我们尝试用多种艺术的视角去感悟东方，将艺术格调独立于浩繁风格的大潮。强调学院气息女性的性格轮廓，以及细腻的内心感受。

PURE TEA takes the impression of “tea” as the symbol of the oriental artistic life and emotion, and place it in a modern context to rethink, breaking the dividing boundaries between the Eastern and the Western concepts. To comprehend the Eastern and Western cultures from the perspective of artistic life, to describe the oriental aesthetics using the straightforward design language, and to depict it by using modern design techniques, to carry out the collision between the human & nature of Western culture with the delicate feelings of Eastern culture, thus driving the new generation to rethink of the oriental culture in a new way.

PURE TEA exists in an era of ambiguity, where we try to perceive the East through a variety of artistic perspectives, which is independent from the tide of styles. The emphasis is the character outlines of the academic women image and their delicate inner feelings.