Mingluye Envasado de Bebidas Alcohólicas by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Envasado de Bebidas Alcohólicas by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award de Bronce in Deseño de Envases Competition Category.

BronceEnvases· 2021

Mingluye Envasado de Bebidas Alcohólicas

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

A' Design Award de Bronce Winner in Envases Category

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Verified Award Winner
Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Envasado de Bebidas Alcohólicas

Mingluye é un deseño de envasado para un baijiu, un licor tradicional chinés elaborado principalmente a partir de feixóns mungo. A forma da botella está inspirada no feixón mungo, que tamén se emprega como material medicinal na medicina chinesa. As barras verticais brancas da botella evocan o xerme do feixón e fan referencia a unha nova vida. O corpo da botella está gravado en relevo con patróns de follas, talos e froitos do feixón mungo, e a tapa presenta unha textura natural de terra. A caixa exterior está feita dun papel especial con acabados de estampación en bronce e relevo. O envasado mantense sinxelo para limitar o uso de materiais.

The Recognition

About the A' Design Award de Bronce

Mingluye Envasado de Bebidas Alcohólicas gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Mingluye Envasado de Bebidas Alcohólicas sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Mingluye Envasado de Bebidas Alcohólicas satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang