Johnnie Walker Limited Edition Подаръчна опаковка by Ofen Hu

Johnnie Walker Limited Edition Подаръчна опаковка by Ofen Hu is a highly esteemed winner of the very prestigious 2022 Златна награда A' Design Award in Дизайн на опаковки Competition Category.

ЗлатоОпаковки· 2022

Johnnie Walker Limited Edition Подаръчна опаковка

by Ofen Hu

Client: Diageo Foreign Wine Trading (Shanghai) Co., Ltd

Златна награда A' Design Award Winner in Опаковки Category

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Verified Award Winner

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Colors

The Design

About Johnnie Walker Limited Edition Подаръчна опаковка

Johnnie Walker Limited Edition е дизайн на подаръчна опаковка за бутилка уиски, представена по повод Празника на средата на есента в Китай. Празникът на средата на есента е важен момент за семейно събиране, затова темите са дом, събиране и емоция. Дизайнът черпи вдъхновение от вратите и прозорците на традиционната китайска архитектура. Външната кутия се отваря като двукрила врата, задържана затворена от магнитно копче в центъра, и разкрива бутилката вътре. Изобразени са орхидеи, пеперуди и благоприятни облаци. Върху кутията са използвани позлатяване и лазерно изрязване, а върху бутилката е приложено пясъкоструйно матиране.

The Recognition

About the Златна награда A' Design Award

Johnnie Walker Limited Edition Подаръчна опаковка е носител на Златната награда A' Design Award — неимоверно престижно признание, присъждано на първокласни, чудесни и забележителни дизайни. Златните победители са изключително иновативни, силно визионерски и блестящо поразяващи творби, които отразяват гения, мъдростта и майсторството на своите дизайнери. Очаква се Johnnie Walker Limited Edition Подаръчна опаковка да бъде високо възхвалявано, задаващо тенденции и монументално изобретение, което носи безпрецедентна стойност. Този дизайн, спечелил Златната награда A' Design Award, е впечатляващ, уважаван проект, който силно ползва и разширява границите на изкуството, науката, дизайна и технологиите. Johnnie Walker Limited Edition Подаръчна опаковка поражда силни чувства на желание, буди страст, насърчава творчеството и ни очарова.

Behind the Design

Press Kit

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

Unique Properties: This is a Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift. The Mid-Autumn Festival is an important festival for family reunion in China. The key words are home, reunion and emotion. Slogan is "EMOTIONS COME FROM BLUE". The design inspiration comes from the door and window in traditional Chinese architecture. The outer packaging design adopts double-door opening box, when the door is opened, you can see the home directly, expressing reunion and emotion. When the lid opened, the picture of orchids blooming in the courtyard is also similar to the "Chinese Pingfeng".
Dimensions & Packaging: Length 15cm width 11.5cm height 36cm
Tags: Whisky, Packaging, Packaging Design, JOHNNIE WALKER BLUE Lab, Mid-Autumn Festival, China, Art, Painting
Production Technology: The packaging uses gilding and excitation techniques, as well as laser cutout technology to handle the visual senses of the packaging. Sandblasting technology was used on the bottle
Design Challenge: The most difficult parts of this packaging design are the size of the windows and the hardness of the paper, which needs to be aesthetic while taking supporting and protecting function that is critical during shipping into account. During the design process, the design of the windows was repeatedly adjusted and packaging production attempts were made.
Research: In the packaging design, traditional Chinese wooden windows are used as the main vision of the outer packaging. Orchids, butterflies and Chinese auspicious clouds are the main depicting objects. Towering pavilions are built near the moon. The designer wishes to combine the auspicious cloud patterns with the lines of cake rolls, providing an unique visual experience. Blue is the brand symbol of JOHNNIE WALKER. Blue and orchids have the same pronunciation in Chinese, and are equated in the depiction. Orchids also symbolize “gentlemen” in Chinese culture since The Book of Songs is created.
Inspiration: "EMOTIONS COME FROM BLUE" comes from the Chinese idiom “blue is extracted from the indigo plant, but is bluer than it”. By creating through such themes, and adopting the culture of Mid-Autumn Festival, the designer temps to reflect how the people are becoming better and better by generation. The scene of the moonlight flattering some orchids in a courtyard is observed by looking through the gaps of the wooden windows that are traditionally built in Chinese courtyards. This helps presenting an intriguing experience of the traditional Chinese festival.
Project Duration: Started on March 17, 2021, completed in Shenzhen on April 30, 2021, entered the market in October 2021
Operation Flow: The package is opened to the left and right. There is a magnet button in the middle, which lets the package open after it is unbuttoned. Expanding the outer package reveals the inner bottle design.
Team Members: Designer: Ofen Hu
Illustrator: Chushan Chan
Curator: Aha Chan
Image Credits: Image：Diageo Foreign Wine Trading (Shanghai) Co., Ltd