Press Release
Ying Song Brand Design Shenzhen Co., Ltd Receives the Bronze A' Design Award for Guotai Longjiu Zuncang Chinese Baijiu Packaging in Packaging Design
Ying Song Brand Design Shenzhen Co., Ltd recognized for packaging design by the international grand jury of the 2023 - 2024 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 24, 2024 /DesignNewswire/ A' Design Award & Competition has announced that Guotai Longjiu Zuncang Chinese Baijiu Packaging by Ying Song Brand Design Shenzhen Co., Ltd, designed for Guizhou Guotai Liquor Group Co., Ltd., has been granted the Bronze A' Design Award in the Packaging Design category. The recognition forms part of the 2023 - 2024 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
What the Bronze A' Design Award Means
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Regarding Guotai Longjiu Zuncang Chinese Baijiu Packaging
Guotai Longjiu Zuncang is a packaging design for a high end Chinese baijiu produced in the Chishui River area. The golden central pattern recalls the Chishui River crossing the Yunnan-Guizhou Plateau and a dragon moving through clouds. The ceramic bottle is shaped like an imperial jade seal and is closed by a metal cap from the top. Brocade, a traditional Chinese woven textile, forms the label and recalls the fabric of imperial dragon robes. Hand drawn dragon lines were converted into dot data for the loom. The bottle measures 90 by 90 by 215 millimeters.
Award Record
This recognition makes Ying Song Brand Design Shenzhen Co., Ltd a winner of 6 A' Design Awards. The awards were granted between the 2022 - 2023 and the 2023 - 2024 editions 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/161485
- A' Design Award Page: https://competition.adesignaward.com/161485
- Media Showcase: https://www.designnewsroom.com/!161485
- Laureate Profile: https://designers.org/d/343065
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
- Guotai Longjiu Zuncang Chinese Baijiu Packaging
- Function
- Chinese Baijiu Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Sienna, Dark Khaki, Peru, Dark Olive Green and Black
- Images
- 5
- Client
- Guizhou Guotai Liquor Group Co., Ltd.
The Recognition
- Laureate
- Ying Song Brand Design Shenzhen Co., Ltd
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #161485
Credits
- Team
- Yingsong Chen, Li Haibo, Cheng Wenbing, and Hu Wei
- Image Credits
- Yingsong Chen
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- Bottle with metal cap from top
- Project Duration and Location
- The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
- Specifications
- bottle 90mm x 90mm x 215mm Ceramic, metal, brocade
- Keywords
- Chinese Baijiu packaging, packaging design
