The Drum of Heaven and Earth Liquor-Verpackung by Hai Zhu

The Drum of Heaven and Earth Liquor-Verpackung by Hai Zhu is a highly esteemed winner of the very prestigious 2024 A' Design Award in Eisen in Verpackungsdesign Competition Category.

EisenVerpackung· 2024

The Drum of Heaven and Earth Liquor-Verpackung

by Hai Zhu

Client: Shanxi Fenyangwang Wine Industry Co., Ltd.

A' Design Award in Eisen Winner in Verpackung Category

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Verified Award Winner
Verify Award Status for #154724

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Drum of Heaven and Earth Liquor-Verpackung

Die Trommel von Himmel und Erde ist ein Krugverpackungsdesign für einen 25 kg schweren chinesischen Baijiu-Schnaps. Die Form erinnert an eine antike Kriegstrommel, inspiriert von den Trommeln des Tang-Dynastie-Generals Guo Ziyi. Geprägte Drachen und Pixius, glücksverheißende Fabelwesen der chinesischen Tradition, verbinden sich mit Kalligrafie zu einem dreidimensionalen Relief, das mit der Hand ertastet werden kann. Vergoldung und Prägung verleihen der Oberfläche eine reiche Textur. Die Trommelstöcke auf beiden Seiten können als Behälter verwendet werden, sodass der Schnaps geteilt werden kann. Die Verpackung misst 565 x 209 x 742 mm.

The Recognition

About the A' Design Award in Eisen

The Drum of Heaven and Earth Liquor-Verpackung ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von The Drum of Heaven and Earth Liquor-Verpackung wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. The Drum of Heaven and Earth Liquor-Verpackung wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

Behind the Design

Press Kit

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

Unique Properties: The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value.
Dimensions & Packaging: product dimensions, 565 mm x 209 mm x 742 mm
Tags: Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor
Production Technology: Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways.
Design Challenge: The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand.
Research: The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect.
Inspiration: Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture.
Project Duration: This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.
Operation Flow: The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation.
Team Members: Hai Zhu