Guotai Longjiu Zuncang Baijiu-Verpackung by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award in Bronze in Verpackungsdesign Competition Category.

BronzeVerpackung· 2024

Guotai Longjiu Zuncang Baijiu-Verpackung

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Guizhou Guotai Liquor Group Co., Ltd.

A' Design Award in Bronze Winner in Verpackung Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Guotai Longjiu Zuncang Baijiu-Verpackung

Guotai Longjiu Zuncang ist ein Verpackungsdesign für einen hochwertigen chinesischen Baijiu aus der Region des Chishui-Flusses. Das goldene zentrale Muster erinnert an den Chishui-Fluss, der das Yunnan-Guizhou-Plateau durchquert, sowie an einen Drachen, der sich durch Wolken bewegt. Die Keramikflasche ist wie ein kaiserliches Jadesiegel geformt und wird von oben durch eine Metallkappe verschlossen. Brokat, ein traditionelles chinesisches Webtextil, bildet das Etikett und verweist auf den Stoff kaiserlicher Drachenroben. Handgezeichnete Drachenlinien wurden für den Webstuhl in Punktdaten umgewandelt. Die Flasche misst 90 mal 90 mal 215 Millimeter.

The Recognition

About the A' Design Award in Bronze

Guotai Longjiu Zuncang 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 Guotai Longjiu Zuncang 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. Guotai Longjiu Zuncang 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: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product.
Dimensions & Packaging: bottle
90mm x 90mm x 215mm
Ceramic, metal, brocade
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible.
Design Challenge: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible.
Research: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good.
Inspiration: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create.
Project Duration: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow: Bottle with metal cap from top
Team Members: Creative Director: Yingsong Chen
Design: Li Haibo, Cheng Wenbing,
3D: Hu Wei
Image Credits: IMAGE#1: Yingsong Chen,
IMAGE#2: Yingsong Chen,
IMAGE#3: Yingsong Chen,
IMAGE#4: Yingsong Chen,
IMAGE#5: Yingsong Chen,