Fenjiu 酒類パッケージ by Zhang Zhipeng is a highly esteemed winner of the very prestigious 2020 A' Design Award 鉄賞 in パッケージデザイン Competition Category.

鉄パッケージ· 2020

Fenjiu 酒類パッケージ

by Zhang Zhipeng

Client: Fen Jiu Group

A' Design Award 鉄賞 Winner in パッケージ Category

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Verified Award Winner

Verify Award Status for #100408

View at A' Design Award Press Release Award Badge

Colors

The Design

About Fenjiu 酒類パッケージ

汾酒は、中国の白酒のためにデザインされたパッケージである。ボトルはガラス製で、青い透明のスプレー塗装が施されている。ボトル本体は八角形で、キャップは杏の花をかたどっている。ボトル上部の文様は波を思わせる四層構造で表現されている。ボトルには金箔押し加工が施され、外箱は黒の特殊紙に金箔押しを組み合わせている。容量は500ml、高さは25.5cmである。このデザインは、伝統的な窓花(切り紙)のモチーフと現代的なフォルムを融合させ、若い消費者に中国文化を伝えることを意図している。

The Recognition

About the A' Design Award 鉄賞

Fenjiu 酒類パッケージは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。Fenjiu 酒類パッケージは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。Fenjiu 酒類パッケージは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。

Behind the Design

Press Kit

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

Unique Properties: "Where can I find a restaurant? The shepherd boy pointed to the village of apricot flowers." Du mu, a great poet of late tang dynasty, endowed fen wine with poetic conception and culture. In order to make consumers feel the geographical attribute of the product in the first time, the design redesigned and improved the culture of liquor, we made the bottle cap part into the shape of apricot flower. Bottle unique and personality, packaging traditional culture and modern pay equal attention to make this product stand out in the same type of products.
Dimensions & Packaging: The bottle has a capacity of 500ml,a height of 25.5cm,a diameter of 7.8cm,a front height 29.5cm,a width of 14cm and a side width of 13cm
Tags: Liquor,packaging design,graphic design,paper-cut for window decoration,Apricot flower
Production Technology: We adopt glass spraying to design the bottle body as blue transparent bottle. We combine the Chinese idiom "all things are exquisite" to design the bottle body into eight sides to symbolize its pure taste. Combined with the Chinese idiom "famous all over the world", the pattern on the top of the bottle is as four layers, just like the waves, to symbolize its perfection and uniqueness. The bottle using bronzing technology, the outer packing using black special paper bronzing technology. We look at products in three dimensions and make "tradition" the new attraction.
Design Challenge: When the bottle is demould, it is a little difficult, but it can be improved. There are a lot of attempts on the matching of outer box technology, and no satisfactory effect is achieved. However, I believe that the design originates from life, and we should make the traditional elements fashionable, so that it has different visual experience. However, when it comes to mass production, we need to compromise.
Research: This a new design of liquor, its purpose is to better the effective combination of liquor culture and traditional culture, let the world see China, and to promote our Chinese traditional culture, also let the young consumers to know more about their ethnic culture, let the people of the world to know Chinese culture, make the traditional culture have different design vision.
Inspiration: Creative point with apricot flowers and traditional characteristics of the combination of the window, such as through the window to see the world pupil, a flower to see the spring, a leaf to know the autumn, know how to see the door of the world can really open. Chinese traditional culture is spread through Chinese symbols, so that consumers can know different Chinese cultures through their understanding of liquor.
Project Duration: The project started in December 2019 and completed the design in Shenzhen, the proofing in Shenzhen and the production in Shanxi in January 2019
Operation Flow: We sublimate the time-honored traditional culture of China, evolve traditional window flowers and add new Chinese creative techniques to make them more international. The integration of tradition and fashion highlights the different cultural characteristics of China, so as to spread Chinese culture.
Team Members: Design director: Zhang Zhipeng
Image Credits: Zhang Zhipeng