Nianfenyuanjiang Gu3o Pacadh Deoch Làidir by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Pacadh Deoch Làidir by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 Duais Airgid A' Design Award in Dealbhadh Pacaidh Competition Category.

AirgeadPacadh· 2023

Nianfenyuanjiang Gu3o Pacadh Deoch Làidir

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

Duais Airgid A' Design Award Winner in Pacadh Category

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Verified Award Winner

Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o Pacadh Deoch Làidir

'S e botal a chaidh a dhealbhadh airson baijiu a th' ann an Gu30, spiorad traidiseanta Sìneach. Tha an dealbhadh a' leantainn loidhne thoraidhean Nianfenyuanjiang agus a' cumail cruth stèidhichte a' bhotail agus motif an dràgoin. Tha am botal air a dhèanamh le sarin, stuth soilleir agus trìd-shoilleir, gus am bi inneach snaighte an dràgoin a' nochdadh nas soilleire agus an lionn a-staigh nas fhasa fhaicinn. Tha glainne, plastaig, acrylic agus pàipear air an cleachdadh anns a' phacadh. Tha eileamaidean ìmpireil a' toirt gu cuimhne eachdraidh fhada grùdaireachd an taigh-staile. Tha an dealbhadh ag amas air an toradh a shuidheachadh anns an roinn phrìomh-ìre de mhargaidh baijiu.

The Recognition

About the Duais Airgid A' Design Award

Tha Nianfenyuanjiang Gu3o Pacadh Deoch Làidir air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Nianfenyuanjiang Gu3o Pacadh Deoch Làidir na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Nianfenyuanjiang Gu3o Pacadh Deoch Làidir na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

Behind the Design

Press Kit

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

Unique Properties: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Dimensions & Packaging: Width 15.4cm x Depth12cm x Height 28.5cm
Tags: Baijiu, spirit, packaging
Production Technology: glass, plastic, acrylic, paper
Design Challenge: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Research: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Duration: from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Team Members: President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu