Press Release
The Drum of Heaven and Earth Packaging by Hai Zhu Is Granted the A' Design Award in Packaging Design
Hai Zhu acknowledged for packaging design by the international grand jury of the 2023 - 2024 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 22, 2024 /DesignNewswire/ A' Design Award & Competition has announced that The Drum of Heaven and Earth Packaging by Hai Zhu, designed for Shanxi Fenyangwang Wine Industry Co., Ltd., has been granted the A' Design Award in the Packaging Design category. The recognition forms part of the 2023 - 2024 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
The A' Design Award Explained
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
About The Drum of Heaven and Earth Packaging
The Drum of Heaven and Earth is a jar packaging design for a 25 kg Chinese Baijiu liquor. The form resembles an ancient war drum, inspired by the drums of the Tang Dynasty general Guo Ziyi. Embossed dragons and Pixius, auspicious beasts of Chinese tradition, are joined by calligraphy in a three-dimensional relief that can be felt by hand. Gilding and embossing give the surface a rich texture. The drumsticks on both sides can be used as containers, so the liquor can be shared. The packaging measures 565 by 209 by 742 mm.
About Hai Zhu
Fenggu Muchuang，a creative planning company integrating the service of both “brand strategy” and “packaging research”, is dedicated to forging a “domestic cultural brand” and building a “local city card”. We are committed to seeking brands’ cultural value for enterprises and creating product drivers, thus contributing to larger market penetration of products for enterprises. Ever since our inception in 2014, we have served more than one hundred fast moving consumer goods companies including tobacco, liquor, red wine, tea, food and beverages, among which there are listed companies and nationally renowned brands, as well as many local SMEs and regional specialties.
Award Record
With this recognition, Hai Zhu is a winner of 6 A' Design Awards. The awards were granted in the 2023 - 2024 edition of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/154724
- A' Design Award Page: https://competition.adesignaward.com/154724
- Media Showcase: https://www.designnewsroom.com/!154724
- Laureate Profile: https://designers.org/d/348892
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- The Drum of Heaven and Earth Packaging
- Function
- Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Gainsboro, Dark Slate Gray, White Smoke, Silver and Light Gray
- Images
- 5
- Client
- Shanxi Fenyangwang Wine Industry Co., Ltd.
The Recognition
- Laureate
- Hai Zhu
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #154724
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.
- Specifications
- product dimensions, 565 mm x 209 mm x 742 mm
- Keywords
- 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
