Gujinggong Liker by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 Zlatna nagrada A' Design Award in Dizajn Ambalaže Competition Category.

ZlatoAmbalaža· 2020

Gujinggong Liker

by Cheng Tian Sheng

Client: Yuto

Zlatna nagrada A' Design Award Winner in Ambalaža Category

61,743

Verified Award Winner

Verify Award Status for #99904

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gujinggong Liker

Kulturne priče koje ljudi prenose predstavljene su na ambalaži, a obrasci pijenja zmaja precizno su nacrtani. Zmaj se u Kini poštuje i simbolizira štedljivost. Na ilustraciji, Zmaj izlazi da pije. Budući da ga privlači vino, lebdi oko boce vina, dodajući tradicionalne elemente poput Xiangyuna, palače, planine i rijeke, što potvrđuje legendu o vinu Gujing tribute. Nakon otvaranja okvira, bit će sloj papirnog kartona s ilustracijama kako bi okvir nakon otvaranja imao ukupni efekt prikaza.

The Recognition

About the Zlatna nagrada A' Design Award

Gujinggong Liker je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Gujinggong Liker bude vrlo hvaljen, trendovski i monumentalan izum koji pruža dosad neviđenu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Gujinggong Liker stvara snažne osjećaje želje, budi strast, potiče kreativnost i fascinira nas.

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