Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu by Liang Chen

Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu by Liang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2023

Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

A' Design Award Kub Winner in Ntim Khoom Category

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Colors

The Design

About Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu

Shguijiu Dian yog ib qho kev tsim thawv ntim rau cov cawv Baijiu qib siab uas muab ua khoom plig los ntawm Shanghai. Lub duab tau txais kev tshoov siab los ntawm Shanghai Tower, lub tsev siab tshaj plaws hauv Suav teb. Lub fwj crystal thiab lub hau hlau ci zoo li daim iav pom tau ua ib lub duab xwb, nrog cov kab nkhaus kauv thiab ib sab ntsej muag tsis sib luag. Lub thawv sab nraud yog luam nyiaj thiab yog lub voj kheej ntev, nrog ib daim npoo nkhaus tsis sib xws. Lub thawv sab nraud ntsuas tau 110 mm dav puag ncig thiab 330 mm siab, thiab lub fwj ntsuas tau 80 mm dav puag ncig thiab 300 mm siab. Ob feem no khaws tau cia thiab muab tso tawm rau saib tau, uas txo kev pov tseg khoom seem.

The Recognition

About the A' Design Award Kub

Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu 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. Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu 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. Shguijiu Dian Lub Thawv Ntim Fwj Cawv Baijiu 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: As a high-end gift Baijiu representing Shanghai in a theme of opening up the future, the creative design is enlightened by Shanghai Tower, the highest building in China and the third in the world, which reflects the international urban style and an urban spirit that transcends the future in both recognition and influence. The cross-domain and futuristic architectural aesthetics is applied on the appearance design, which is a boldly try and innovation in the traditional Chinese Baijiu industry, and could motivate more young people to come and try, highlighting its creative theme of the future.
Dimensions & Packaging: Outer box: diameter 110mm * height 330mm Bottle: diameter 80mm* height 300mm
Tags: Shanghai Tower, Chinese Baijiu, Packaging Design, Open up the future Limited edition,High-end Baijiu
Production Technology: It looks like an indivisible one while the crystal bottle matched with mirror-like metal cap, which featured in spiraling curves and asymmetric shape, full of a sense of future with infinite possibilities. It is also a product with the sense of hi-tech and art while the silver-plated packing box is designed in cylindrical shape with irregular curved surface which would produce undulating changes.
Design Challenge: The most difficult part is the facade of the packing. The senses of urban spirit, product positioning and the high-end gift are required to present in one product at the same time. The significant differences from the existing similar products are asked in bottle, packing box, material and process, as a result, it is a huge challenge and attempt in production.
Research: A landmark is often regarded as the symbol of a city or even the country. The product would be more approachable when it designed as the most famous and most influential building in Shanghai, which could promote the spread of brand and urban culture and reflect its positioning of internationalization and future development. At the first half of 2022, Shanghai was deeply suffered from COVID-19 and this product expressed the confidence in overcoming the epidemic and hope for a better future.
Inspiration: A landmark is often regarded as the symbol of a city or even the country, which could convey a stronger cultural value and spiritual belief. The creative design sources from Shanghai Tower, the highest building in China and the third one in the world, and also the symbol of Shanghai because of its extremely modern and futuristic shape with infinite possibilities.
Project Duration: The project began in Shanghai in September 2021 and the design will be completed in Shanghai in November 2021.
Operation Flow: Combination of the urban landmark building with product would naturally arouse the attention and emotional resonance of users, which could better integrate urban culture, sketch landscape, art exhibitions, commemorative activities and tourism visits to get wider dissemination and promotion. Both the outer box and the bottle could be displayed and presented as art and collection exhibits, reducing the discard and waste of materials.
Team Members: Creative Director: Chen Liang
Chief Designer: Chen Liang
3D Scene Rendering: Song Liu
Image Credits: Creative Director: Chen Liang