Jincaitou Emballage de baijiu by Yiyang Liu

Jincaitou Emballage de baijiu by Yiyang Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Design d'Emballage Competition Category.

ArgentEmballage· 2021

Jincaitou Emballage de baijiu

by Yiyang Liu

Client: Gui Brewery Co., Ltd.

A' Design Award d'Argent Winner in Emballage Category

24,820

Verified Award Winner

Verify Award Status for #117381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jincaitou Emballage de baijiu

Jincaitou est un projet d'emballage conçu pour une série d'alcools chinois baijiu. Le bouchon est réalisé dans un matériau de qualité alimentaire et son motif associe l'impression par décalcomanie moderne aux techniques traditionnelles de l'émail. La face avant de l'emballage présente un lion dansant, un ruyi de jade et une pie, trois motifs associés à la bonne fortune dans la culture chinoise. Le dos illustre, par des scènes peintes, le processus d'élaboration de l'alcool, de l'alimentation en grains et de la cuisson jusqu'à la fermentation et la distillation. L'emballage mesure 105 sur 105 sur 260 millimètres et fait appel à des procédés de production modernes permettant de maîtriser les coûts.

The Recognition

About the A' Design Award d'Argent

Jincaitou Emballage de baijiu est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Jincaitou Emballage de baijiu est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Jincaitou Emballage de baijiu est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

Behind the Design

Press Kit

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

Unique Properties: The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
Production Technology: 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.
Design Challenge: The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
Inspiration: In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.
Project Duration: This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
Operation Flow: Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
Team Members: Yiyang Liu