Altitude Series Lepili Waina by Yanhui Zhang

Altitude Series Lepili Waina by Yanhui Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2023

Altitude Series Lepili Waina

by Yanhui Zhang

Client: Wuhan Pufine Creative Technology Co., Ltd.

A' Design Award Kala Winner in ʻUhi Category

23,683

Verified Award Winner

Verify Award Status for #141117

View at A' Design Award Press Release Award Badge

Colors

The Design

About Altitude Series Lepili Waina

ʻO ka Altitude Series he lepili waina i hana ʻia no nā waina mai ka ʻāina ʻo Shangri-La a ua hoʻoulu ʻia e nā palapala ʻāina waiwai o nā moʻolelo huakaʻi. Hoʻohana ka lepili i kahi palapala ʻāina kiʻekiʻena e hōʻike i ke kiʻekiʻe nui a me ka latitu haʻahaʻa o kahi e ulu ai nā kumu waina. Hōʻike nā koleke a me nā helu kiʻekiʻena i ka maikaʻi a me ka pae o kēlā me kēia waina. Pili nā waihoʻoluʻu ʻekolu i ke kaiapuni kūloko, me ke kālā no ka hau, ka polū no ka loko wai, a me ka ʻeleʻele no ka lani pō. Hiki ke ʻike maʻalahi ʻia kēlā me kēia pae ma o nā koleke gula i hoʻokiʻekiʻe iki ʻia. Hoʻohana ʻia ka paʻi ultraviolet ma luna o kahi pepa kūikawā me nā ʻano piko pihoihoi liʻiliʻi e hoʻohuli i ka mālamalama.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Altitude Series Lepili Waina 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 Altitude Series Lepili Waina 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 Altitude Series Lepili Waina 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: Shangri-La, a treasure producing area for wine as it features the unique geographical location of high altitude and low latitude. The unique creativity of "altitude map" used for the product reflects the theme of the product directly. The quality and grade of the wine are implied by the coordinates and figures of the altitude, which could further promote users to study and discover the secret of the treasure.
Dimensions & Packaging: Width: 90MM, height: 95MM
Tags: Shangri-La, treasure, map, poster, wine, packaging design
Production Technology: The texture of touching comes from curved lines of tiny particles as a special paper used for the UV printed label, which could produce different light refraction effects and a sense of an improved quality of the product is presented. Three colors of label correspond to local environment, silver for snow, blue for lake and black for night sky. The slightly convex golden coordinates indicate to the altitude and represent different grades, which makes it easy to display and identification.
Design Challenge: The most difficult part of this design project is to reflect the core selling points of the product on the design theme while maintaining the mystery, scarcity and exclusivity of it and, to show out the product and guide the consumers to understand and discover the story behind the product at the same time.
Research: The most important condition to determine the quality and grade of wine is the natural environment of grape producing areas. It is easy to get homogenization when most of the similar products are expressed by drawing the scene of the local ecological environment. But an unexpected result might be come out while the consumers are lead to search and discover the story behind the product by themselves and the design itself needs to create some unexpected imagination actually.
Inspiration: Shangri-La means "the sun and moon in the heart" in Tibetan. Its unique geographical location and natural environment make it a desirable and mysterious holy land. There are many mysterious treasures worth exploring and discovering. The design is inspired by the "Treasure Map" in mysterious legends and adventure movies and, as we know that the more mysterious and rare the "treasure" is, the more it could inspire people to explore and search.
Project Duration: The design of the project began in Wuhan in June 2021 and was completed in Wuhan in August 2021. The project will be launched in China in October 2021.
Operation Flow: Different figures and coordinates of the altitude are marked to maintain the mystery and exclusivity in the form of "altitude map", which could stimulate the users to explore and discover the secrets of the wine treasures, and promote the development and dissemination of resources of tourism and cultural as well.
Team Members: Creative Director: Xia Ling
Designer: Wang Yang
Image Credits: Creative Director: Xia Ling