Wuliang Image Ambalaža za žestoka pića by Luo Heng

Wuliang Image Ambalaža za žestoka pića by Luo Heng is a highly esteemed winner of the very prestigious 2022 Srebrna nagrada A' Design Award in Dizajn Pakovanja Competition Category.

SrebroPakovanje· 2022

Wuliang Image Ambalaža za žestoka pića

by Luo Heng

Client: Laboratory and Hopeful

Srebrna nagrada A' Design Award Winner in Pakovanje Category

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Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Ambalaža za žestoka pića

Wuliang Image je dizajn ambalaže za žestoka pića kreiran za kineski brend Baijiu. Oblik boce inspiriran je Mjesečevom bocom iz dinastije Ming, a okruglo tijelo sugerira pun mjesec i ideju ponovnog okupljanja. Zakrivljene linije i pruge u obliku vodenih valova omotavaju bocu poput svile. Stakleno tijelo je pjeskareno i nosi reljefni logotip u boji ružičastog zlata, dok vrh boce koristi proces mat metalnog elektroplatiranja. Kutija je izrađena od mat zlatnog akrila s reljefnim metalom i vrućim utiskivanjem. Poluprozirna donja tekstura omogućava stabilan i udoban hvat.

The Recognition

About the Srebrna nagrada A' Design Award

Wuliang Image Ambalaža za žestoka pića je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i impresivnim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Wuliang Image Ambalaža za žestoka pića bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomjera granice umjetnosti, nauke, dizajna i tehnologije. Wuliang Image Ambalaža za žestoka pića je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

Behind the Design

Press Kit

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

Unique Properties: The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng