Lidu Sorghum Baijiu Sterkedrankferpakking by Wen Liu and Bo Zheng

Lidu Sorghum Baijiu Sterkedrankferpakking by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Izer in Ferpakkingsûntwerp Competition Category.

IzerFerpakking· 2020

Lidu Sorghum Baijiu Sterkedrankferpakking

by Wen Liu and Bo Zheng

Client: Shenzhen Oracle Creative Design Co., Ltd

A' Design Award yn Izer Winner in Ferpakking Category

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Verified Award Winner

Verify Award Status for #89771

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lidu Sorghum Baijiu Sterkedrankferpakking

Lidu Sorghum Baijiu is in ferpakkingsûntwerp foar in Sineeske sorghum-baijiu (sterke drank). De fles is makke fan kristalglês, spuite yn griene kleur, wylst it flesse-etiket en it halsetiket fan âldere spesjaal papier makke binne. De dop kombinearret metaal en plastic, wylst de bûtenkes makke is fan swart spesjaal papier mei gouden en swarte patroanen. De ferpakking mjit 70 mm yn lingte, 70 mm yn breedte en 260 mm yn hichte. De foarm is basearre op it oarspronklike flesse-prototype en folget in hjoeddeiske minimalistyske styl. Ferienfâldige materialen ferminderje ôffal en passe by de smaak fan jongere konsuminten.

The Recognition

About the A' Design Award yn Izer

Lidu Sorghum Baijiu Sterkedrankferpakking is in winner fan de A' Design Award yn Izer, in prestisjeuze erkenning foar goede ûntwerpen dy't foldogge oan de profesjonele en yndustriële easken dy't ferwachte wurde fan goed ûntwurpen skeppings. Izerwinners litte grutte feardigens, hege spesjalisaasje, deskundich begryp en kreatyf fermogen fan har makkers sjen. Fan Lidu Sorghum Baijiu Sterkedrankferpakking wurdt ferwachte dat it in tige heech achte, bewûndere en dierbere skepping is dy't praktysk en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Izer yntegrearret de bêste praktiken fan de sektor en hat feardige technyske skaaimerken ferbûn mei kennis en talint. Lidu Sorghum Baijiu Sterkedrankferpakking wurdt respektearre foar syn yngeandens en is ûntwurpen om ferbetteringen fan de kwaliteit fan it libben te leverjen dy't helpe de wrâld ta in bettere plak te meitsjen.

Behind the Design

Press Kit

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

Unique Properties: Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
Dimensions & Packaging: The packaging size is 70mm in length, 70mm in width and 260mm.
Tags: Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
Production Technology: The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
Design Challenge: It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
Research: In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
Inspiration: The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
Project Duration: The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
Operation Flow: This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018