Bronzo Packaging · 2024
Martial Essence In Brew Packaging per liquori
by Zhejiang Sci-Tech University
- A' Design Award di Bronzo 2024 in Packaging
- CLIENT: Zhejiang Sci-Tech University
- Estimated Number of Design Views: 12,462
- Verification code 406547DF0B · Verify this award
Colors
About Martial Essence In Brew Packaging per liquori
"Martial Essence In Brew" è un progetto di packaging per il Laojiuhan, un distillato di Yongjia, Wenzhou. Il design adotta come elemento visivo principale il Pugno del Sud di Fenglin, arte marziale locale. Linee dorate tracciano il profilo di sei movimenti classici, mentre il nome del prodotto è realizzato con una calligrafia dal tratto deciso. Un motivo a goccia posto sotto l'ultimo carattere richiama il processo di distillazione. La bottiglia presenta una finitura nera opaca e un tappo in metallo dorato. Bottiglia e tappo sono incisi con decori di montagne e fiumi, che conferiscono carattere regionale e garantiscono una presa antiscivolo. La bottiglia ha una capacità di 500 millilitri.
About the A' Design Award di Bronzo
Martial Essence In Brew Packaging per liquori ha vinto l'A' Design Award di Bronzo, un riconoscimento altamente prestigioso conferito a design eccezionali che si distinguono per creatività, ingegno e astuzia. I vincitori di Bronzo sono manufatti ampiamente abili e sorprendentemente creativi che autenticano la vasta esperienza, l'immaginazione e l'intraprendenza dei loro designer. Ci si aspetta che Martial Essence In Brew Packaging per liquori sia un oggetto molto apprezzato, ammirato e amato, notevolmente professionale e innovativo. Questo design vincitore dell'A' Design Award di Bronzo incorpora le migliori pratiche dell'arte, della scienza, del design e della tecnologia, ed è eccellente per l'attenzione al dettaglio. Martial Essence In Brew Packaging per liquori soddisfa splendidamente i bisogni, tocca i desideri, affascina i sentimenti e attira la curiosità.
Press Kit
- 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.
