Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu by Yiyang Liu

Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu by Yiyang Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2021

Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu

by Yiyang Liu

Client: Gui Brewery Co., Ltd.

A' Design Award Kala Winner in ʻUhi Category

24,820

Verified Award Winner

Verify Award Status for #117381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu

Book Text: ʻO Jincaitou he hoʻolālā wahī no kekahi papahana o nā waiʻona baijiu Kina. Hana ʻia ke poʻi mai ka mea kūpono no ka meaʻai, a ʻo kona ʻano hoʻonaninani he hui pū ʻana i ka paʻi decal hou me nā hana enamel kuʻuna. Hōʻike ka ʻaoʻao mua i kekahi liona hulahula, kekahi ruyi jade a me kekahi manu magpie, ʻekolu kiʻi hōʻailona e pili ana i ka pōmaikaʻi ma ka moʻomeheu Kina. Hōʻike ke kua i nā hiʻohiʻona pena o ke kaʻina hana waiʻona, mai ka hānai ʻana a me ka kuke ʻana a hiki i ka hoʻoʻawaʻawa a me ka hoʻokahe ʻana. He 105 ma 105 ma 260 mm ka nui o ka wahī a hoʻohana ʻo ia i nā ʻano hana hou e mālama ana i nā kumukūʻai haʻahaʻa.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Jincaitou Ke ʻano Nui: Nā Wahī o ka Baijiu e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Behind the Design

Press Kit

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

Unique Properties: The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
Production Technology: 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.
Design Challenge: The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
Inspiration: In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.
Project Duration: This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
Operation Flow: Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
Team Members: Yiyang Liu