Bronze Packaging Design · 2020
Ningxiahong Rock Painting Bronze Script 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: 27,957
- Verification code 8B855BE8F3 · Verify this award
About Ningxiahong Rock Painting Bronze Script Liquor Bottle
Rock paintings of the Helan Mountains are a representative of Chinese culture and famous cultural heritage of Ningxia, while the bronze script is from bronze ware. Therefore, Designer combine these two representative elements as the core symbols of cultural identity of the package design of the bottle, and integrate this product with traditional Chinese culture to improve the cultural identity of high-end consumers with this product.
Press Kit
- Unique Properties
- In this upscale product of Ningxiahong, an exterior design of "round sky and square earth, and round outside and square inside" is used, the black main tone is used with red gold dots, and the "rock painting" that represents the origin of East Asian civilization, and the "bronze script" that represents status and class are used as the cultural elements (corresponding to different alcohol concentrations), providing this product with a rich cultural value.
- Dimensions & Packaging
- Bottle volume 750ml,high 270mm,the widest diameter 105mm
- Tags
- Shangqi, liquor bottle, liquor, Ningxiahong, graphic design, package design, Chinese culture, Chinese elements, rock painting
- Production Technology
- The packing material is porcelain with a matte finish; the rock painting and bronze script elements are made concave-convex, and the logo is subject to gold stamping and decaling.
- Design Challenge
- Our purpose is to solve the brand aging problem, change consumers' inherent perception of the Ningxiahong brand, and rebuild the brand image. The challenge of our package design is to find unique cultural elements that resonate spiritually with the audience.
- 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
- Rock paintings of the Helan Mountains are a representative of Chinese culture and famous cultural heritage of Ningxia, while the bronze script is from etiquette-representing bronze ware. Therefore, we combine these two representative elements as the core symbols of cultural identity, and integrate this product with traditional Chinese culture to improve the cultural identity of high-end consumers with this product.
- 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 began to search for cultural elements expressing the uniqueness of Ningxiahong, and combine them with products to create a new brand identity.
- Inspiration
- The best thing often comes from the very origin!For this product,"rock paintings of the Helan Mountains"implying the "original civilization of mankind" and the "bronze script" on etiquette-representing bronze ware are selected as the core symbols of cultural identity, so this product has a noble soul,and a "spiritual value" brought by profound historical implications.
Colors of Ningxiahong Rock Painting Bronze Script Liquor Bottle
Design Interview about Ningxiahong Rock Painting Bronze Script 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.
"Rock painting" and "bronze script" are the source and essence of Chinese character culture, among which rock painting has the meaning of representing "the initial civilization of human birth", while bronze script represents the user's identity level and power, and is the treasure of establishing the country and inheriting the family.
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.