Wuliang Image Emballage de spiritueux by Luo Heng

Wuliang Image Emballage de spiritueux by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award d'Argent in Design d'Emballage Competition Category.

ArgentEmballage· 2022

Wuliang Image Emballage de spiritueux

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award d'Argent Winner in Emballage Category

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Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Emballage de spiritueux

Wuliang Image est un projet d'emballage de spiritueux conçu pour une marque chinoise de baijiu. La forme de la bouteille s'inspire du vase à lune (bianhu) de la dynastie Ming : son corps rond évoque la pleine lune et l'idée de retrouvailles familiales. Des lignes courbes et des ondulations en forme de vagues enveloppent la bouteille telle une soie. Le corps en verre est sablé et porte un logo en relief or rose, tandis que le sommet de la bouteille bénéficie d'un procédé d'électrodéposition métallique mat. Le coffret est réalisé en acrylique doré dépoli, agrémenté de métal en relief et de marquage à chaud. La texture translucide du fond assure une prise en main stable et confortable.

The Recognition

About the A' Design Award d'Argent

Wuliang Image Emballage de spiritueux 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. Wuliang Image Emballage de spiritueux 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. Wuliang Image Emballage de spiritueux 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 design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng