Martial Essence In Brew Áfengisumbúðir by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award í bronsi in Umbúðahönnun Competition Category.
BronsUmbúðir· 2024
Martial Essence In Brew Áfengisumbúðir
by Zhejiang Sci-Tech University
Client: Zhejiang Sci-Tech University
A' Design Award í bronsi Winner in Umbúðir Category
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Verified Award Winner
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About Martial Essence In Brew Áfengisumbúðir
Bardagalist í brugginu er umbúðahönnun fyrir Laojiuhan, eimað áfengi frá Yongjia, Wenzhou. Hönnunin notar Fenglin Southern Fist, staðbundna bardagalist, sem aðal sjónrænt einkenni. Gullnar línur draga upp sex klassískar hreyfingar og vöruheitið er skrifað með djörfum skrautskriftarstíl. Dropamynstur fyrir neðan síðasta stafinn vísar til eimingarferlisins. Flaskan er með svörtu mattri áferð og gylltu málmloki. Flaska og lok eru skreytt með fjalla- og fljótamynstri, sem bætir við svæðisbundnum karakter og veitir stamandi grip. Flaskan tekur 500 millilítra.
The Recognition
About the A' Design Award í bronsi
Martial Essence In Brew Áfengisumbúðir vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Martial Essence In Brew Áfengisumbúðir sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Martial Essence In Brew Áfengisumbúðir fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.
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
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