Johnnie Walker Limited Edition Gaveemballage by Ofen Hu

Guld Emballage · 2022

Johnnie Walker Limited Edition Gaveemballage

by Ofen Hu

A' Design Award i Guld 2022 in Emballage
CLIENT: Diageo Foreign Wine Trading (Shanghai) Co., Ltd
Estimated Number of Design Views: 56,168
Verification code CEA3921C18 · Verify this award

Visit Site View at A' Design Award Press Release

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About Johnnie Walker Limited Edition Gaveemballage

Johnnie Walker Limited Edition er et gaveemballagedesign til en whiskyflaske, der blev lanceret til Midt-Efterårsfestivalen i Kina. Midt-Efterårsfestivalen er en vigtig tid for familiesammenkomst, så temaerne er hjem, genforening og følelser. Designet henter inspiration fra døre og vinduer i traditionel kinesisk arkitektur. Den ydre æske åbnes som en dobbeltdør, der holdes lukket af en magnetknap i midten, og afslører flasken indeni. Orkidéer, sommerfugle og lykkebringende skyer er afbildet. Der er anvendt forgyldning og laserskæring på æsken, og sandblæsning er påført flasken.

About the A' Design Award i Guld

Johnnie Walker Limited Edition Gaveemballage er vinder af A' Design Award i Guld, en uhyre prestigefyldt anerkendelse, der tildeles førsteklasses, vidunderlige og fremragende designs. Guldvinderne er yderst innovative, højt visionære og glamourøst blændende skabelser, der afspejler deres designeres geni, visdom og dygtighed. Johnnie Walker Limited Edition Gaveemballage forventes at være en højt rost, trendsættende og monumental opfindelse, der leverer hidtil uset værdi. Dette design, der har vundet A' Design Award i Guld, er et spektakulært, respekteret projekt, som i høj grad gavner og flytter grænserne for kunst, videnskab, design og teknologi. Johnnie Walker Limited Edition Gaveemballage skaber intense følelser af begær, vækker passion, opmuntrer kreativitet og fascinerer os.

Press Kit

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