Family Series Emballage de baijiu by Mason Wang

Family Series Emballage de baijiu by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award de Bronze in Design d'Emballage Competition Category.

BronzeEmballage· 2021

Family Series Emballage de baijiu

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award de Bronze Winner in Emballage Category

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Verified Award Winner

Verify Award Status for #117380

View at A' Design Award Press Release Award Badge

Colors

The Design

About Family Series Emballage de baijiu

La série Family est un design d'emballage destiné à un baijiu à l'arôme moutai, conçu pour quatre grands événements de la vie dans la culture chinoise traditionnelle : le mariage, la naissance, l'anniversaire et la promotion professionnelle. Chaque emballage décline le rouge et l'or, couleurs associées à la fête et à la noblesse. Les motifs comprennent le luan et le feng (phénix) pour le mariage, le kylin (qilin) pour les enfants, la carpe et le dragon d'or pour l'avancement de carrière, ainsi que le pin et la grue blanche pour la longévité. Les éléments décoratifs de la bouteille sont réalisés en alliage de zinc moulé sous pression, avec un effet de relief et un placage à l'or. Le bouchon en deux parties se détériore à l'ouverture, ce qui contribue à prévenir la contrefaçon.

The Recognition

About the A' Design Award de Bronze

Family Series Emballage de baijiu est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. Family Series Emballage de baijiu est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. Family Series Emballage de baijiu satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

Behind the Design

Press Kit

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

Unique Properties: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd