Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2021

Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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The Design

About Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu

Ihe Odide Akwụkwọ: Mingluye bụ nhazi ngwugwu maka baijiu, mmanya ọdịnala ndị China nke a na-esi na osisi awụwa ọcha (mung bean) mepụta ya. Ọdịdị karama a bu ihe atụ site n'osisi awụwa ọcha ahụ, nke a na-ejikwa dịka ihe ọgwụ ọdịnala ndị China. Ahịrị ọcha ndị guzo ọtọ dị na karama ahụ na-echetara mmadụ mkpụrụ awụwa na-eto eto, na-akọwakwa banyere ndụ ọhụrụ. Ahụ karama ahụ ka e ji ihe osise dị iche iche mee ihe, gụnyere akwụkwọ, ogwe na mkpụrụ osisi awụwa ọcha, ebe mkpuchi ya nwere ọdịdị ala kemgbe aka. E ji akwụkwọ pụrụ iche nke e ji bronzing na embossing rụọ igbe mpụta ya. E mere ka nhazi ngwugwu a dị mfe iji belata ejiji ihe eji arụ ya ọtụtụ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Mingluye Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Na-egbu Egbu na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang