Zao from Xinghua Village Envasado de Licor by Chunyang Wang

Zao from Xinghua Village Envasado de Licor by Chunyang Wang is a highly esteemed winner of the very prestigious 2023 A' Design Award de Plata in Diseño de Envases Competition Category.

PlataEnvases· 2023

Zao from Xinghua Village Envasado de Licor

by Chunyang Wang

Client: Qiangyuanzao

A' Design Award de Plata Winner in Envases Category

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Colors

The Design

About Zao from Xinghua Village Envasado de Licor

Zao de la Aldea de Xinghua es un diseño de envase para licor chino. El motivo principal ilustrado muestra el proceso de cultivo del trigo y su transformación en licor. El carácter chino del nombre de la serie se combina con formas de letra góticas europeas. Las líneas esbeltas y los patrones decorativos vinculan la tradición con el diseño contemporáneo. La etiqueta emplea un proceso de estampado en plata con líneas finas, y la caja utiliza líneas oscuras con barniz UV que pueden percibirse al tacto. La botella transparente revela el color nítido del licor. El diseño busca presentar el licor chino a un público más joven y a personas de culturas distintas.

The Recognition

About the A' Design Award de Plata

Zao from Xinghua Village Envasado de Licor ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Zao from Xinghua Village Envasado de Licor sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Zao from Xinghua Village Envasado de Licor es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

Behind the Design

Press Kit

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

Unique Properties: Although it is a local liquor, the design still incorporates a lot of modern design elements.The process of growing wheat into liquor was drawn as the main pattern for packaging in illustrations.The word "造" is the name of the wine series. We have blended the Chinese word "造" with the European Gothic. The slender lines reflect the meticulous taste for taste. The decorative patterns allow users to travel between ancient and modern times.
Tags: Liquor Culture, Xinghua Village Liquor Culture Protection, Tradition and Modernity
Production Technology: The production technology is mainly reflected in the printing process:Sliver pressed process with fine lines on the liquor label. The box is made of UV dark lines at a low cost, which meets the tactile needs that cannot be seen but can be touched.
Design Challenge: How to balance the relationship between the visual design of Chinese local liquor culture and the popular visual design under the international perspective. It is necessary for this work to be accepted by Chinese young people, but also to be liked by foreign friends.
Research: Modern young people don't know much about Chinese liquor culture. Through studying, we can inject some freshness into traditional liquor culture and inherit the liquor culture through transformation. Let more young people know about Chinese baijiu (Chinese liquor). Through the design research, the packaging design has an international identity, so that people from different cultural backgrounds can be close to Chinese liquor.
Inspiration: Xinghua Village is a famous liquor production area in China and has a long history of liquor culture.Brewing began here as early as 1,500 years ago.But with the times change, Chinese young people begin to accept fast-food liquor.This Xinghua Village liquor packaging design is aimed at young people.Combining modern design forms to give Chinese liquor a new visual image. A form of packaging design that is acceptable to people of different cultures.
Project Duration: Designed in Hangzhou in September 2021.
The product will be produced in Shanxi Xinghua Village in 2021
Operation Flow: When holding the bottle, the arc of the bottle is fused with the shape of the hand.You can feel the texture of the printing process by touching it carefully.The transparent bottle embodies the pure color of the liquor.These visual and tactile sensations amplify the drinking sensation. Also upgrade the user experience.
Team Members: Chunyang Wang