Mingluye Emballage de boisson alcoolisée by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Emballage de boisson alcoolisée by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award de Bronze in Design d'Emballage Competition Category.

BronzeEmballage· 2021

Mingluye Emballage de boisson alcoolisée

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

A' Design Award de Bronze Winner in Emballage Category

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Verified Award Winner

Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Emballage de boisson alcoolisée

Mingluye est un design d'emballage destiné à un baijiu, spiritueux traditionnel chinois élaboré principalement à partir de haricots mungo. La forme de la bouteille s'inspire du haricot mungo, également utilisé comme matière médicinale en Chine. Les barres verticales blanches présentes sur la bouteille évoquent le germe du haricot et font référence à une vie nouvelle. Le corps de la bouteille est embossé de motifs de feuilles, de tiges et de fruits du haricot mungo, tandis que le bouchon présente une texture terreuse naturelle. L'étui extérieur est réalisé en papier spécial avec dorure à chaud et gaufrage. L'emballage demeure épuré afin de limiter l'utilisation de matériaux.

The Recognition

About the A' Design Award de Bronze

Mingluye Emballage de boisson alcoolisée 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. Mingluye Emballage de boisson alcoolisée 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. Mingluye Emballage de boisson alcoolisée 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: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang