Family Series Baijiu-Verpackung by Mason Wang

Family Series Baijiu-Verpackung by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award in Bronze in Verpackungsdesign Competition Category.

BronzeVerpackung· 2021

Family Series Baijiu-Verpackung

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award in Bronze Winner in Verpackung Category

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Verified Award Winner

Verify Award Status for #117380

View at A' Design Award Press Release Award Badge

Colors

The Design

About Family Series Baijiu-Verpackung

Die Family Series ist ein Verpackungsdesign für Baijiu im Maotai-Aroma, gestaltet für vier bedeutende Lebensereignisse der traditionellen chinesischen Kultur: Hochzeit, Geburt, Geburtstag und Beförderung. Jede Verpackung verwendet Rot und Gold – Farben, die mit Feierlichkeit und Vornehmheit verbunden sind. Zu den Motiven zählen Luan und Feng für die Hochzeit, Kylin für Kinder, Karpfen und goldener Drache für den beruflichen Aufstieg sowie Kiefer und weißer Kranich für ein langes Leben. Die dekorativen Flaschenelemente bestehen aus druckgegossener Zinklegierung mit Reliefwirkung und Goldauflage. Der zweiteilige Verschluss wird beim Öffnen zerstört, was dem Fälschungsschutz dient.

The Recognition

About the A' Design Award in Bronze

Family Series Baijiu-Verpackung ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Family Series Baijiu-Verpackung wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Family Series Baijiu-Verpackung befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Behind the Design

Press Kit

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

Unique Properties: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd