Martial Essence In Brew Emballage de spiritueux by Zhejiang Sci-Tech University

Martial Essence In Brew Emballage de spiritueux by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award de Bronze in Design d'Emballage Competition Category.

BronzeEmballage· 2024

Martial Essence In Brew Emballage de spiritueux

by Zhejiang Sci-Tech University

Client: Zhejiang Sci-Tech University

A' Design Award de Bronze Winner in Emballage Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Martial Essence In Brew Emballage de spiritueux

L'Esprit martial dans l'alcool est un design d'emballage conçu pour le Laojiuhan, un alcool distillé de Yongjia, à Wenzhou. Le design s'appuie sur le Poing du Sud de Fenglin, un art martial local, comme élément visuel principal. Des lignes dorées dessinent six mouvements classiques et le nom du produit est calligraphié en caractères gras. Un motif de gouttelette placé sous le dernier caractère évoque le processus de distillation. La bouteille présente une finition noire mate et une capsule métallique dorée. La bouteille et la capsule sont gravées de motifs de montagnes et de rivières, qui apportent une identité régionale tout en offrant une prise antidérapante. La bouteille contient 500 millilitres.

The Recognition

About the A' Design Award de Bronze

Martial Essence In Brew Emballage de spiritueux 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. Martial Essence In Brew Emballage de spiritueux 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. Martial Essence In Brew Emballage de spiritueux 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: A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
Dimensions & Packaging: Bottle: 500ml
Tags: Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
Production Technology: The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
Design Challenge: In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
Research: After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
Inspiration: The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
Project Duration: The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
Operation Flow: The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
Team Members: Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang