Jundao Guiniang Ambalaža za Baijiu by Liang Chen

Jundao Guiniang Ambalaža za Baijiu by Liang Chen is a highly esteemed winner of the very prestigious 2023 Srebrna nagrada A' Design Award in Dizajn Pakovanja Competition Category.

SrebroPakovanje· 2023

Jundao Guiniang Ambalaža za Baijiu

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

Srebrna nagrada A' Design Award Winner in Pakovanje Category

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Colors

The Design

About Jundao Guiniang Ambalaža za Baijiu

Jundao Guiniang je dizajn ambalaže za vrhunsko kinesko žestoko piće Baijiu. Šesterokutna bijela keramička boca ukrašena je tradicionalnom kineskom slikom tušem, nanesenom postupkom emajliranja. Meki oreol slike sugeriše planine i rijeke i upućuje na prirodno okruženje područja proizvodnje. Postupak pozlate u finim slojevima ocrtava teren regije porijekla. Zlatni čep oblikovan je kao lični pečat i može se čuvati kao ukras. Dizajn izražava kinesku kulturu, poštovanje prema prirodi i vrijednost tradicije.

The Recognition

About the Srebrna nagrada A' Design Award

Jundao Guiniang Ambalaža za Baijiu 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 Jundao Guiniang Ambalaža za Baijiu 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. Jundao Guiniang Ambalaža za Baijiu 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: 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