Jundao Guiniang Упакоўка для байцзю by Liang Chen

Jundao Guiniang Упакоўка для байцзю by Liang Chen is a highly esteemed winner of the very prestigious 2023 Срэбная прэмія A' Design Award in Дызайн упакоўкі Competition Category.

СрэбраУпакоўка· 2023

Jundao Guiniang Упакоўка для байцзю

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

Срэбная прэмія A' Design Award Winner in Упакоўка Category

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Colors

The Design

About Jundao Guiniang Упакоўка для байцзю

Jundao Guiniang — гэта дызайн упакоўкі для элітнага кітайскага спіртнога напою байцзю. Шасцігранная белая керамічная бутэлька ўпрыгожана традыцыйным кітайскім жывапісам тушшу, нанесеным метадам эмалевага абпалу. Мяккі арэол малюнка нагадвае горы і рэкі і адсылае да прыроднага асяроддзя рэгіёна вытворчасці. Тэхніка цiснення золатам тонкімі пластамі акрэслівае рэльеф мясцовасці паходжання. Залатая накрыўка выканана ў форме асабістай пячаткі і можа захоўвацца як упрыгожанне. Дызайн выяўляе кітайскую культуру, павагу да прыроды і каштоўнасць традыцый.

The Recognition

About the Срэбная прэмія A' Design Award

Jundao Guiniang Упакоўка для байцзю — 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 Jundao Guiniang Упакоўка для байцзю — 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. Jundao Guiniang Упакоўка для байцзю — 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: Taking Chinese culture as its inside information, the packing of the high-end Baijiu is featuring traditional Chinese ink painting which present the image of a wonderland while the halo effect of the painting naturally occurring, indicating the fine ecological environment of the Baijiu producing area. It is the implication of the life attitude and cultural belief of loving the country, protecting the ecology and inheriting the culture that help to enhance the cultural and artistic value of the product.
Dimensions & Packaging: Box Size: L 300mm* W 150mm * H 120mm
Bottle Size: D 75mm * H 235mm
Tags: Chinese Baijiu, Traditional Chinese ink painting, Packing Design, Gentleman, Mountains and Rivers
Production Technology: The enamel firing of ink painting applied on the hexagonal white ceramic bottle, presenting a texture of landscape picture. The bronzing process outlines the terrain of the exclusive origin of Baijiu, with layers of rolling waves, highlighting the details of the process. The image of the undulating mountains and meandering rivers are showed on the golden cap, implying a harmonious ecological environment. Designed as a personal seal, the cap can be used for gift and collection.
Design Challenge: It is the exploration and expression of the theme of the product that turns into the biggest challenge of the design, in which it is required to seek for an appropriate Chinese traditional culture to establish relationship with the product while to realize the specific conception in details and to make the differences from competitors at the same time.
Research: In addition to its quality and processing technology, the Chinese Baijiu is also related with culture, history, art, nature environment and emotion, etc. Therefore, the research direction of this project should focus on the cultural connotation and spiritual pursuit.
Inspiration: Chinese landscape painting, an unique traditional painting art in East, in which feelings of love of the country and the natural world as well as the moral belief of justice, benevolence and integrity are contained in the artistic conception and aesthetics expressed by the picture. The inspiration of the product is exactly coming from the artistic conception of this painting art, which skillfully integrate the picture of the production area in the painting and combine the cultural virtues together to highlight its cultural connotation.
Project Duration: It was began in Shanghai, China in Aug.2020 and was finished in the end of Sep. and early of Oct. 2020, then it was available on the market on Jan.10,2021.
Operation Flow: It can be better matched with art exhibitions and commemorative activities for wider spread and promotion in the form of oriental traditional art painting. The golden cap of solid modeling with image of the mountains and rivers could be used as an ornament and also a traditional seal, increasing its cultural attributes. And it is available for exclusive customization with multiple purposes of collection and gift and so on.
Team Members: Creative Director：Chen Liang
Chief Designer：Chen Liang
Finish Artist：Yang Shilang
Image Credits: Creative Director：Chen Liang