Martial Essence In Brew Kev Rau Hnab Cawv by Zhejiang Sci-Tech University

Martial Essence In Brew Kev Rau Hnab Cawv by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2024

Martial Essence In Brew Kev Rau Hnab Cawv

by Zhejiang Sci-Tech University

Client: Zhejiang Sci-Tech University

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #154615

View at A' Design Award Press Release Award Badge

Colors

The Design

About Martial Essence In Brew Kev Rau Hnab Cawv

Martial Essence In Brew yog ib qho tsim hnab rau Laojiuhan, ib hom cawv distilled los ntawm Yongjia, Wenzhou. Kev tsim no siv Fenglin Southern Fist, ib hom kev sib tw martial art hauv thaj chaw ntawd, ua yam ntsuas pom tseeb tshaj plaws. Cov kab kub (golden lines) qhia txog rau qhov kev txav ua tswv yim classic, thiab lub npe khoom siv sau ua ntawv calligraphy tsim nyog. Ib tug qauv dej nyoos (droplet pattern) hauv qab ntawm tus cim kawg qhia txog txheej txheem distillation. Lub raj mis muaj xim dub matte, thiab lub hau kaus ua los ntawm hlau kub (gold metal). Ob qho tib si, lub raj mis thiab lub hau kaus, muaj kos duab roob thiab dej (mountain and river ornaments) uas pab qhia txog cov yam ntxwv thaj chaw thiab pab tuav tsis dhia (antislip grip). Lub raj mis ntim tau 500 milliliters.

The Recognition

About the A' Design Award Tooj

Martial Essence In Brew Kev Rau Hnab 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. Martial Essence In Brew Kev Rau Hnab 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. Martial Essence In Brew Kev Rau Hnab 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: A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
Dimensions & Packaging: Bottle: 500ml
Tags: Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
Production Technology: The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
Design Challenge: In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
Research: After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
Inspiration: The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
Project Duration: The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
Operation Flow: The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
Team Members: Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang