Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona by Wen Liu

Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona by Wen Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award Hao in Hoʻolālā ʻUhi Competition Category.

HaoʻUhi· 2021

Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona

by Wen Liu

Client: Jiangxi Zhanggong Liquor Co., Ltd

A' Design Award Hao Winner in ʻUhi Category

16,802

Verified Award Winner

Verify Award Status for #112289

View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona

Kikokikona Puke: ʻO Zhanggong Times he hoʻolālā hōʻeha no kekahi Baijiu i hana ʻia ma ka ʻāina ʻo Jiangxi, Kina. Hana ʻia ka hue mai ka pālaka lepo (ceramic) me ka hoʻonani ʻana i ka wela. Hoʻohana ʻia ka pepa goffered ma ke alo o ka pahu, a hoʻonoho ʻia ka logo nui ma luna o kahi papa metala. Loaʻa ke kumu manaʻo o ka hoʻolālā mai Ganzhou, kahi i ʻike nui ʻia ʻo ia ka wahi hānau o ka moʻomeheu ʻulaʻula. Hoʻohana ʻia ke kala ʻulaʻula ma ke ʻano hōʻailona, a hui pū ʻia me nā kiʻi kōkua. Hōʻike kekahi kiʻi mālie i nā hiʻohiʻona ʻāina a mōʻaukala o ia wahi, me ka muliwai ʻo Gan i loko. Ua ana ʻia ka pahu i 160 a me 120 a me 330 mm.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Zhanggong Times Hana Nui: Ka Hōʻeha Waiʻona no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

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

Unique Properties: Zhanggong decides to create a good Baijiu based on Gan-flavor which truly represents Jiangxi province, also determines to dedicate it to the world, by naming it after the great "time". This is not only the mission and spirit of Zhanggong, but also the origin of "Zhanggong Times".
Dimensions & Packaging: 160mm*120mm*330mm
Tags: crafts, Baijiu, spirit, packaging, art, Zhanggong, cellar
Production Technology: Adopting special craftsmanship with goffered paper on the front of the package, and a metal plate for the main logo. For the material of bottle is made of ceramic with decorating firing.
Design Challenge: "Zhanggong Times" originates from Jiangxi province which full of fertile soil and red culture. In order to express the association between Jiangxi and the product. Visually, from the color to the bottle body, it is necessary to have a strong visual memory point. In response to this problem, red is definitely not traditional red when it is presented, but a symbolic combination of colors and auxiliary graphics. Also by extracting illustration elements of Jiangxi's geographical, historical and cultural symbols to evoke empathy from customers.
Research: In the early morning of August 1, 1927, a gunshot broke the silence of Nanchang City, which fired the first shot of the Chinese revolution.It represents the establishment of Chinese first revolutionary army.Since then, the People’s Liberation Army has become the guardian of the Chinese nation, guarding them to usher in great era of today. On the occasion of the Army Day on August 1, 2020, considering from the future sustainability of the company to the product gradient ductility, designers have designed this commemorative Baijiu with epoch-making significance. The final design extracts concrete colors and symbols from abstract document elements which expresses the genes of the brand and historical symbols.
Inspiration: Ganzhou, once a shining red medal inlaid on the People Republic of China，also a spiritual totem of historical time. Designers create the "time medal" under this inspiration. Color is an abstract symbol of an era. So, designers take the birthplace of red culture as the inspiration, by reinterpreting red to pay tribute to both time and its witnesses and participants. In order to highlight the regional characteristics of the ZHANGGONG TIMES, we have drawn a quiet and beautiful illustration.
Project Duration: The project started in May 2020 and finished in August 2020 in Shenzhen.
Operation Flow: Designers care about the future development of the brand, so they re-push the vision back to Jiangxi. During those hard years, people provided fertile soil and space for the country selflessly only wishing for peaceful future. Through auxiliary elements, the mother river of Jiangxi-the Gan River, and the red homeland-Ruijin, it can carry the mark of history. In terms of product presentation, it was directly named "Zhanggong Times" to become an easy-to-remember brand, and also to explore the meaning behind the times.
Team Members: Designer:Wen Liu, Designer:Yong Deng and Designer:Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Zhanggong Times, 2020.
Image #1: Creator Yong Deng, Zhanggong Times, 2020.
Image #1: Creator Weijie Kang, Zhanggong Times, 2020.
Image #1: Photographer Li Chen, Zhanggong Times, 2020.