Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig by Ofen Hu

Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig by Ofen Hu is a highly esteemed winner of the very prestigious 2022 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2022

Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig

by Ofen Hu

Client: Diageo Foreign Wine Trading (Shanghai) Co., Ltd

A' Design Award Kub Winner in Ntim Khoom Category

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Verified Award Winner

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Colors

The Design

About Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig

Johnnie Walker Limited Edition yog ib qho kev tsim lub thawv ntim khoom plig rau ib lub raj whisky uas tso tawm rau lub caij Noj Hli Nra Nrees (Mid-Autumn Festival) nyob rau tebchaws Suav. Lub caij Noj Hli Nra Nrees yog ib lub sijhawm tseem ceeb rau tsev neeg tuaj sib sau ua ke, yog li cov ntsiab lus tseem ceeb yog lub tsev, kev sib sau, thiab kev xav hauv siab. Qhov kev tsim no muab tswv yim los ntawm cov qhov rooj thiab qhov rais ntawm cov vaj tse Suav ib txwm ua yav thaum ub. Lub thawv sab nraud qhib tau zoo li ob daim qhov rooj, muaj lub pob hlau nplaum (magnet) nyob nruab nrab tuav kaw cia, thiab thaum qhib yuav pom lub raj cawv nyob sab hauv. Muaj cov duab paj orchid, npauj npaim, thiab huab cua zoo hmoov kos rau. Lub thawv siv kev luam kub ci (gilding) thiab kev txiav nrog laser, thiab lub raj cawv siv kev tsoo xuab zeb (sandblasting) ua kom du.

The Recognition

About the A' Design Award Kub

Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Johnnie Walker Limited Edition Lub Thawv Ntim Khoom Plig ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

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

Unique Properties: This is a Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift. The Mid-Autumn Festival is an important festival for family reunion in China. The key words are home, reunion and emotion. Slogan is "EMOTIONS COME FROM BLUE". The design inspiration comes from the door and window in traditional Chinese architecture. The outer packaging design adopts double-door opening box, when the door is opened, you can see the home directly, expressing reunion and emotion. When the lid opened, the picture of orchids blooming in the courtyard is also similar to the "Chinese Pingfeng".
Dimensions & Packaging: Length 15cm width 11.5cm height 36cm
Tags: Whisky, Packaging, Packaging Design, JOHNNIE WALKER BLUE Lab, Mid-Autumn Festival, China, Art, Painting
Production Technology: The packaging uses gilding and excitation techniques, as well as laser cutout technology to handle the visual senses of the packaging. Sandblasting technology was used on the bottle
Design Challenge: The most difficult parts of this packaging design are the size of the windows and the hardness of the paper, which needs to be aesthetic while taking supporting and protecting function that is critical during shipping into account. During the design process, the design of the windows was repeatedly adjusted and packaging production attempts were made.
Research: In the packaging design, traditional Chinese wooden windows are used as the main vision of the outer packaging. Orchids, butterflies and Chinese auspicious clouds are the main depicting objects. Towering pavilions are built near the moon. The designer wishes to combine the auspicious cloud patterns with the lines of cake rolls, providing an unique visual experience. Blue is the brand symbol of JOHNNIE WALKER. Blue and orchids have the same pronunciation in Chinese, and are equated in the depiction. Orchids also symbolize “gentlemen” in Chinese culture since The Book of Songs is created.
Inspiration: "EMOTIONS COME FROM BLUE" comes from the Chinese idiom “blue is extracted from the indigo plant, but is bluer than it”. By creating through such themes, and adopting the culture of Mid-Autumn Festival, the designer temps to reflect how the people are becoming better and better by generation. The scene of the moonlight flattering some orchids in a courtyard is observed by looking through the gaps of the wooden windows that are traditionally built in Chinese courtyards. This helps presenting an intriguing experience of the traditional Chinese festival.
Project Duration: Started on March 17, 2021, completed in Shenzhen on April 30, 2021, entered the market in October 2021
Operation Flow: The package is opened to the left and right. There is a magnet button in the middle, which lets the package open after it is unbuttoned. Expanding the outer package reveals the inner bottle design.
Team Members: Designer: Ofen Hu
Illustrator: Chushan Chan
Curator: Aha Chan
Image Credits: Image：Diageo Foreign Wine Trading (Shanghai) Co., Ltd