Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 Срэбная прэмія A' Design Award in Дызайн упакоўкі Competition Category.

СрэбраУпакоўка· 2023

Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

Срэбная прэмія A' Design Award Winner in Упакоўка Category

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Verified Award Winner

Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою

Gu30 — гэта бутэлька, распрацаваная для байцзю, традыцыйнага кітайскага моцнага напою. Дызайн працягвае прадуктовую лінейку Nianfenyuanjiang і захоўвае ўсталяваную форму бутэлькі і матыў дракона. Бутэлька выраблена з сурлінавай смалы (sarin) — яркага і празрыстага матэрыялу, дзякуючы якому разьбяная тэкстура дракона выглядае больш выразнай, а вадкасць унутры лягчэй разгледзець. Ва ўпакоўцы выкарыстаны шкло, пластык, акрыл і папера. Імператарскія элементы нагадваюць пра доўгую гісторыю вінакурні. Дызайн накіраваны на тое, каб размясціць прадукт у прэміяльным сегменце рынку байцзю.

The Recognition

About the Срэбная прэмія A' Design Award

Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою — пераможца Срэбнай прэміі A' Design Award, надзвычай прэстыжнага прызнання, якое прысуджаецца дызайнам вышэйшага класа, цудоўным і ўражальным. Срэбныя пераможцы — гэта надзвычай бліскучыя і вельмі творчыя працы, якія ілюструюць выдатную кампетэнтнасць, талент і праніклівасць сваіх дызайнераў. Чакаецца, што Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою — гэта цудоўная, паказальная праца, надзвычай прафесійная і глыбока інавацыйная. Гэты дызайн, што атрымаў Срэбную прэмію A' Design Award, — вельмі значнае, вартае захаплення вынаходніцтва, якое прыносіць карысць і пашырае межы мастацтва, навукі, дызайну і тэхналогій. Nianfenyuanjiang Gu3o Упакоўка алкагольнага напою — гэта твор, якому шмат хто зайздросціць, што абуджае жаданні, дорыць пазітыўныя пачуцці і запальвае здзіўленне і захапленне.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Dimensions & Packaging: Width 15.4cm x Depth12cm x Height 28.5cm
Tags: Baijiu, spirit, packaging
Production Technology: glass, plastic, acrylic, paper
Design Challenge: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Research: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Duration: from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Team Members: President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu