Bronze Packaging Design · 2020
Ningxiahong Reign Title Liquor Bottle
- A' Design Award 2020 Bronze Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: The Ningxiahong Wolfberry Liquor
- Estimated Number of Design Views: 22,341
- Verification code 6B75FE46AA · Verify this award
About Ningxiahong Reign Title Liquor Bottle
The combination of "product + calligraphy + reign title" creates a distinctive visual identity. A reign title is an auspicious word itself that delivers a good wish. When it is applied to the product package in the form of calligraphy, the product has a imprint of classical Chinese culture and a social attribute, and the auspicious blessings of the product for consumers are delivered, so that consumers have more to talk about when drinking.
Press Kit
- Unique Properties
- For this medium-end product of Ningxiahong, its exterior design draws on the ancient Chinese concept of "round sky and square earth"; the combination of black, red and gold improves perceived product quality. As for the application of cultural elements, the "reign title" for chronology by ancient Chinese dynasties is used as the core visual focus and the core element of cultural identity to bring unique cultural and social values.
- Dimensions & Packaging
- Bottle volume 750ml,high 300mm,the widest diameter 75mm
- Tags
- Shangqi, liquor bottle, liquor, Ningxiahong, graphic design, package design, Chinese culture, Chinese elements, reign title
- Production Technology
- The packing material is porcelain with a matte finish, and the reign title is subject to gold stamping and decaling
- Design Challenge
- The Ningxiahong brand is aging. In order to change consumers' inherent perception of the Ningxiahong brand, and rebuild the brand image, we decide to strengthen the brand's cultural communications with consumers. The challenge of our package design is to select proper cultural elements for communication and combine them with the product.
- Project Duration
- This project broke ground in April 2019 and was completed in June 2019. Its design was completed in Beijing, and its production location is Zhongwei, Ningxia.
- Operation Flow
- The reign title is selected as the core element of the cultural identity of this product based on the demand of the target group, improving the cultural value and social attribute of this product. A reign title is an auspicious word itself that delivers a good wish. When used in the package as a design element, it promotes good interactions with consumers.
- Research
- The Ningxiahong wolfberry liquor is both a drug and a foodstuff, and reflects homology of medicine and food in time-honored traditional Chinese medicine. On this basis, we have selected the "reign title" - a cultural symbol with distinctive historical characteristics. This product is combined organically with traditional Chinese culture to improve the cultural identity of consumers with the brand.
- Inspiration
- A reign title is an auspicious word itself that delivers a good wish. The combination of "product - calligraphy - reign title" creates a unique visual identity! The reign title is applied to the product package in the form of calligraphy, the product has a strong imprint of classical Chinese culture and a strong social attribute.product quality. As for the application of cultural elements, the "reign title" for chronology by ancient Chinese dynasties is used as the core visual focus and the core element of cultural identity to bring unique cultural and social values.
Colors of Ningxiahong Reign Title Liquor Bottle
Design Interview about Ningxiahong Reign Title Liquor Bottle
The collision and integration of traditional culture and modern products. Combine the elements of Chinese character culture with Chinese liquor to enhance the cultural connotation and brand value of products.
The main focus of the work is to choose the Chinese characters and cultural elements suitable for the specific gear products. In this way, Chinese characters and culture can be recognized more widely.
Promote the listing and promotion of products, so that more people taste Chinese culture. The related concept products will be further developed later.
The design of this specific concept took about 3 months, including the retrieval, selection and design of Chinese cultural elements.
In order to break through the limitations of current liquor design and realize differentiation. This design is commissioned by Ningxia red brand.
Produced and used by another company.
Based on the needs of market differentiation and the communication needs of Chinese character culture.
Ieoh Ming Pei,Han Meilin and other designers.
Middle and high end liquor consumers with high cultural taste.
The cultural elements of Chinese characters are the core differences.
The cultural elements of Chinese characters are the core differences. "reign title" is a kind of name used by ancient Chinese dynasty to record the years. The Chinese year number system originated from the Han Dynasty and has a long history!
Photoshop,IIIustrator.
It is to apply the image of ancient Chinese characters to the design and packaging.
The work is designed by Zhou Hong, chief designer of Shangqi brand company, and Wu Changzhi, design director.
To help achieve design ideas.
In the early stage of the design, the consumption behavior of the target consumers and the factors influencing the decision-making were studied.
What kind of cultural elements to choose for communication and how to combine with products are the challenges and difficulties faced by the packaging design.
I hope to make Chinese culture bloom in the international arena.
Chinese culture is broad and profound, and it is the most favorable weapon for Chinese brands to become strong and go to the world.