Wuliang Image Primary Function: Ntim Cawv by Luo Heng

Wuliang Image Primary Function: Ntim Cawv by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award Nyiaj in Tsim Ntim Khoom Competition Category.

NyiajNtim Khoom· 2022

Wuliang Image Primary Function: Ntim Cawv

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award Nyiaj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Primary Function: Ntim Cawv

Wuliang Image yog ib qho kev tsim ntim cawv rau ib lub npe cawv Suav teb Baijiu. Lub raj cawv txoj kev tsim tau raug tshoov siab los ntawm lub Hli raj cawv ntawm Ming Dynasty, thiab lub cev voj voog qhia txog lub hli puv thiab lub tswv yim ntawm kev rov sib sau ua ke. Cov kab nkhaus thiab cov ntoo dej hlaws qhwv lub raj cawv zoo li xov paj ntaub. Lub cev iav raug xuas xuab zeb (sandblasted) thiab nqa lub cim rose gold nrhiav tawm (embossed), thaum lub hau raj cawv siv cov txheej txheem hluav taws xob hlau nyias tsis ci (matte metal electroplating). Lub thawv tau muab tsim los nt*wm frosted gold acrylic nrog hlau relief thiab hot stamping. Cov ntoo pob av translucent txhawb kev tuav ruaj khov thiab so tau zoo.

The Recognition

About the A' Design Award Nyiaj

Wuliang Image Primary Function: Ntim Cawv yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Wuliang Image Primary Function: Ntim Cawv xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Wuliang Image Primary Function: Ntim Cawv yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Behind the Design

Press Kit

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

Unique Properties: The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng