Gujinggong Liquor by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 A' Design Award yn Goud in Ferpakkingsûntwerp Competition Category.

GoudFerpakking· 2020

Gujinggong Liquor

by Cheng Tian Sheng

Client: Yuto

A' Design Award yn Goud Winner in Ferpakking Category

61,743

Verified Award Winner

Verify Award Status for #99904

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gujinggong Liquor

De kulturele ferhalen oerlevere troch de minsken wurde presinteare op 'e ferpakking, en de patroanen fan dronken drinken wurde sekuer tekene. De draak wurdt yn Sina respekteare en symboliseart gelokkichheid. Yn 'e yllustraasje komt de Dragon út te drinken. Om't it wurdt oanlutsen troch wyn, hinget it om 'e wynfles hinne, en tafoegje tradisjonele eleminten lykas Xiangyun, paleis, berch en rivier, wat de leginde fan Gujing-earbetoanwein befêstiget. Nei it iepenjen fan 'e doaze sil d'r in laach kaartspapier wêze mei yllustraasjes om de doaze nei it iepenjen it algemiene werjefteeffekt te hawwen.

The Recognition

About the A' Design Award yn Goud

Gujinggong Liquor is in winner fan de A' Design Award yn Goud, in ekstreem prestisjeuze erkenning foar earste-klas, prachtige en treflike ûntwerpen. Goudwinners binne tige ynnovative, fisionêre en glamoureus ferbjusterjende skeppings dy't it sjeny, de wiisheid en de feardigens fan har ûntwerpers wjerspegelje. Fan Gujinggong Liquor wurdt ferwachte dat it in tige priizge, trendsettende en monumintale útfining is dy't unferlykbere wearde leveret. Dit winnende ûntwerp fan de A' Design Award yn Goud is in spektakulêr, respektearre projekt dat grutte foardielen bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Gujinggong Liquor makket yntinse gefoelens fan begearte, stekt passy oan, stimulearret kreativiteit en fassinearret ús.

Behind the Design

Press Kit

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

Unique Properties: Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
Dimensions & Packaging: Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
Tags: Liquor, tradition， Folk tradition，Illustration，nongovernmental
Production Technology: This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
Design Challenge: Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
Research: Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
Inspiration: In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
Project Duration: The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
Operation Flow: The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
Team Members: Designer：CHENG TIAN SHENG
3D：YAO QI QIANG
Engineer：ZHANG HUA MING