Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv by Zhaoxin Zhu and Dongyan Ruan

Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv by Zhaoxin Zhu and Dongyan Ruan is a highly esteemed winner of the very prestigious 2021 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2021

Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv

by Zhaoxin Zhu and Dongyan Ruan

Client: Jiangsu Yanghe Distillery Co., Ltd

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #110714

View at A' Design Award Press Release Award Badge

Colors

The Design

About Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv

Yanghe Personal Letters Baijiu yog hnab thoob rau ib hom cawv suav uas tsim tawm hauv Suqian, Jiangsu province, thaj chaw uas paub zoo txog kev tsim cawv. Tus qauv tsim qhia txog kev sau ntawv tuam tshoj ntawm cov neeg kawm ntawv (calligraphy) raws li tsav ntaub ntawv sau ncaj qha, thaum ib daim map hauv thaj chaw qhia cov dej ntws, pas dej thiab thaj chaw dej nyob ib puag ncig lub tsev tsim cawv. Lub raj mis tsim los ntawm av qub (ceramic) uas muaj xim dawb tsis ci, thiab lub kaus lub raj mis siv tau ua ib lub khob haus dej. Lub thawv sab nraud tsim los ntawm ntawv corrugated uas zoo rau ib puag ncig, thiab muab kauv nrog ib daim ntawv npog, thiab lub thawv qhib yooj yim.

The Recognition

About the A' Design Award Tooj

Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Yanghe Personal Letters Baijiu Kev Ua Hnab Thoob Cawv ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Behind the Design

Press Kit

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

Unique Properties: This Baijiu made in Suqian, Jiangsu province, which is famous for being the city of Chinese Liquors. The city is surrounded by mountains and rivers, and this excellent ecological environment brings a Baijiu with unique taste. The product expresses the calligraphy of these literati in the form of handwritten letters, while using the local map to present the great ecological environment of Yanghe Distillery. The outer packaging uses green corrugated paper.
Dimensions & Packaging: 280mm x85 mm x200mm x 1.55kg Width x Depth x Height x Weight
Tags: Three rivers、two lakes and one wetland; literati and calligraphy; handwork; environmental; recycle
Production Technology: 1.Bottle: ceramic bottle, applying matte white glaze, and the bottle cap can be used as a Baijiu cup.
2.Box：Adopting environmental corrugated paper and wrapped with paper cover.
Design Challenge: "Personal letter" refer to an article written by hand, since the writer usually sends the letter to a friend, it always adopts a free writing style, which gets the true interest of calligraphy. It not only has a certain historical value, but also has a high artistic value in calligraphy.For representative personal letters, like calligrapher of Tang Dynasty, Yan Zhenqing's "In Memory of My Nephew",which is written for mourn his newphew, and this article is known as one of the "three major running hands in the world". As for Yanghe Personal Letters Baijiu, it expresses literati's calligraphy in a special form, which provides assurance to not only internal quality but also external packaging, creating a precedent for Baijiu design.
Research: This product takes into account about Chinese people's healthy drinking volume. The box of this Baijiu is easy to open, also the bottle is ergonomic. Each bottle of Baijiu comes with a match glass, and you can drink as long as you want whether you are alone or not.
Inspiration: The core idea of this Baijiu is closely related to the lasting prosperity of Jiangnan. Perfect natural environment creates an exquisite background and a land flowing milk and honey. The artistic techniques of Yanghe Personal Letters Baijiu fully incorporate the advanced knowledge of traditional calligraphy and painting. It also interprets the spirits of the literati into the strong and mellow life. The background of the times and the heritage of the culture fall on the scrolls and fine Baijiu.
Project Duration: The project started in December 2017 in Suqian, Jiangsu and finished in December 2019, Suqian, Jiangsu.
Operation Flow: Yanghe is famous because of its water, abundant water sources, excellent wetland environment, and high-quality underground water sources have jointly achieved the ultimate soft texture of Yanghe. It has also made Yanghe famous at home and abroad and become one of the representatives of Chinese liquor.The Yanghe Personal Letters Baijiu combines the blessed natural environment and the literati's praise in this unique Baijiu, also attracts consumers to spontaneously participate in the care of the environment, reminds them the respect for spirit, and the most important one is to enjoy the pleasant experience of the Baijiu in a more rational and healthy way.
Team Members: Designer: Dongyan Ruan
Image Credits: Image #1: Photographer Dongyan Ruan, Yanghe Personal Letters Baijiu, 2020.