Guotai Longjiu Zuncang Ngwungwu Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2024

Guotai Longjiu Zuncang Ngwungwu Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Guizhou Guotai Liquor Group Co., Ltd.

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

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Guotai Longjiu Zuncang Ngwungwu Baijiu

Guotai Longjiu Zuncang bụ nhazi ngwungwu maka baijiu ndị China dị elu nke a mepụtara na mpaghara Osimiri Chishui. Ihe ọmụmụ edo edo dị n'etiti na-echetara Osimiri Chishui na-agafe Elu Ala Yunnan-Guizhou na dragọn na-aga n'ime igwe ojii. E jiri ụrọ mepụta karama ahụ n'ụdị akara jed nke eze, ekpuchie ya site n'elu site na okpu ígwè. Brocade, akwa ndị China ndị a kpara akpa nke ọdịnala, na-eme lebụl ahụ ma na-echetara akwa uwe dragọn nke eze. A gbanwere ahịrị dragọn e sere aka ka ọ bụrụ data ntụpọ maka ọkwa akwa. Karama ahụ tozuru 90 site na 90 ruo na 215 milimita.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Guotai Longjiu Zuncang Ngwungwu Baijiu 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 Guotai Longjiu Zuncang Ngwungwu Baijiu 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. Guotai Longjiu Zuncang Ngwungwu Baijiu 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: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product.
Dimensions & Packaging: bottle
90mm x 90mm x 215mm
Ceramic, metal, brocade
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible.
Design Challenge: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible.
Research: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good.
Inspiration: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create.
Project Duration: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow: Bottle with metal cap from top
Team Members: Creative Director: Yingsong Chen
Design: Li Haibo, Cheng Wenbing,
3D: Hu Wei
Image Credits: IMAGE#1: Yingsong Chen,
IMAGE#2: Yingsong Chen,
IMAGE#3: Yingsong Chen,
IMAGE#4: Yingsong Chen,
IMAGE#5: Yingsong Chen,