Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2024

Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Guizhou Guotai Liquor Group Co., Ltd.

A' Design Award Keleawe Winner in ʻUhi Category

20,802

Verified Award Winner

Verify Award Status for #161485

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu

Kikokikona Puke: ʻO Guotai Longjiu Zuncang he hoʻolālā hōʻeha no kahi baijiu Kina kiʻekiʻe i hana ʻia ma ka wahi muliwai Chishui. ʻO ke kumu kula waena e hoʻomanaʻo ai i ka muliwai Chishui e holo ana ma waena o ka Papahele Yunnan-Guizhou a me kahi drakona e neʻe ana ma waena o nā ao. Ua hana ʻia ka ʻōmole ipuone e like me kahi sila jade aliʻi a ua pani ʻia me kahi pōkeka metala mai luna mai. ʻO ka Brocade, kahi lole ulana kuʻuna Kina, ke ʻano o ka pepa a hoʻomanaʻo ia i ke kapa o nā ʻaʻahu drakona aliʻi. Ua hoʻohuli ʻia nā kaha drakona i kaha lima ʻia i ʻikepili kiko no ka lawelawe ulana. He 90 me 90 me 215 mimimika ke ana o ka ʻōmole.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Guotai Longjiu Zuncang Ka Hana Mua: Ka Hōʻeha Baijiu i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

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

Unique Properties: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product.
Dimensions & Packaging: bottle
90mm x 90mm x 215mm
Ceramic, metal, brocade
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible.
Design Challenge: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible.
Research: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good.
Inspiration: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create.
Project Duration: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow: Bottle with metal cap from top
Team Members: Creative Director: Yingsong Chen
Design: Li Haibo, Cheng Wenbing,
3D: Hu Wei
Image Credits: IMAGE#1: Yingsong Chen,
IMAGE#2: Yingsong Chen,
IMAGE#3: Yingsong Chen,
IMAGE#4: Yingsong Chen,
IMAGE#5: Yingsong Chen,