Martial Essence In Brew Kemasan Minuman Keras by Zhejiang Sci-Tech University

Martial Essence In Brew Kemasan Minuman Keras by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award Perunggu in Desain Kemasan Competition Category.

PerungguKemasan· 2024

Martial Essence In Brew Kemasan Minuman Keras

by Zhejiang Sci-Tech University

Client: Zhejiang Sci-Tech University

A' Design Award Perunggu Winner in Kemasan Category

12,462

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 Kemasan Minuman Keras

Martial Essence In Brew adalah desain kemasan untuk Laojiuhan, minuman keras hasil distilasi dari Yongjia, Wenzhou. Desain ini menggunakan Fenglin Southern Fist, seni bela diri setempat, sebagai elemen visual utamanya. Garis-garis keemasan menggambarkan enam gerakan klasik, dan nama produk ditulis dengan kaligrafi yang tegas. Motif tetesan di bawah karakter terakhir merujuk pada proses distilasi. Botolnya memiliki hasil akhir hitam matte dengan tutup logam berwarna emas. Botol dan tutupnya diukir dengan ornamen gunung dan sungai, yang menambahkan karakter kedaerahan sekaligus memberikan cengkeraman antiselip. Botol ini berisi 500 mililiter.

The Recognition

About the A' Design Award Perunggu

Martial Essence In Brew Kemasan Minuman Keras adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Martial Essence In Brew Kemasan Minuman Keras diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Martial Essence In Brew Kemasan Minuman Keras memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

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