Gujinggong Cawv by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2020

Gujinggong Cawv

by Cheng Tian Sheng

Client: Yuto

A' Design Award Kub Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #99904

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gujinggong Cawv

Cov dab neeg kev coj noj coj ua tso tawm los ntawm cov tib neeg tau nthuav tawm ntawm kev ntim khoom, thiab cov qauv ntawm zaj haus dej yog nqus cov meticulously. Tus zaj yog hwm nyob hauv Suav teb thiab ua cim txog kev ua kom zoo. Hauv zaj lus piv txwv, tus Zaj tawm tawm mus haus. Vim tias nws tau nyiam los ntawm cawv, nws nyiam nyob ib puag ncig ntawm lub raj mis lub raj, ntxiv cov khoom ib txwm muaj xws li Xiangyun, palace, roob thiab dej, uas tau lees tias cov lus dab neeg ntawm Gujing tribute cawv. Tom qab qhib lub thawv, yuav muaj txheej txheej ntawm daim npav daim ntawv nrog cov duab ua kom pom lub thawv muaj cov nyhuv zuag qhia tag nrho tom qab qhib.

The Recognition

About the A' Design Award Kub

Gujinggong Cawv 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. Gujinggong Cawv 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. Gujinggong Cawv 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: Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
Dimensions & Packaging: Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
Tags: Liquor, tradition， Folk tradition，Illustration，nongovernmental
Production Technology: This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
Design Challenge: Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
Research: Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
Inspiration: In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
Project Duration: The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
Operation Flow: The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
Team Members: Designer：CHENG TIAN SHENG
3D：YAO QI QIANG
Engineer：ZHANG HUA MING