Wuliang Image Kemasan Minuman Keras by Luo Heng

Wuliang Image Kemasan Minuman Keras by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award Perak in Desain Kemasan Competition Category.

PerakKemasan· 2022

Wuliang Image Kemasan Minuman Keras

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award Perak Winner in Kemasan Category

16,289

Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Kemasan Minuman Keras

Wuliang Image adalah desain kemasan minuman keras yang dibuat untuk sebuah merek Baijiu Tiongkok. Bentuk botolnya terinspirasi dari botol Bulan (Moon bottle) era Dinasti Ming, dan bodinya yang bulat menyiratkan bulan purnama serta gagasan tentang reuni. Garis-garis lengkung dan motif riak air membalut botol layaknya sutra. Bodi kaca diproses dengan sandblasting dan menampilkan logo emas mawar berrelief, sementara bagian atas botol menggunakan proses elektroplating logam matte. Kotaknya terbuat dari akrilik emas buram dengan relief logam dan hot stamping. Tekstur dasar semi-transparan mendukung genggaman yang stabil dan nyaman.

The Recognition

About the A' Design Award Perak

Wuliang Image Kemasan Minuman Keras adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Wuliang Image Kemasan Minuman Keras diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Wuliang Image Kemasan Minuman Keras adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

Behind the Design

Press Kit

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

Unique Properties: The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng