Nianfenyuanjiang Gu3o アルコール飲料パッケージ by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award 銀賞 in パッケージデザイン Competition Category.
銀パッケージ· 2023
Nianfenyuanjiang Gu3o アルコール飲料パッケージ
by Jinhui Liang, Keyong Dong and Rui Wu
Client: Anhui Gujing Distillery Co. Ltd
A' Design Award 銀賞 Winner in パッケージ Category
- 29,690
- Verified Award Winner
- Verify Award Status for #142192
The Design
About Nianfenyuanjiang Gu3o アルコール飲料パッケージ
Gu30は、中国の伝統的な蒸留酒である白酒のためにデザインされたボトルです。本デザインは「年份原漿」製品ラインを継承し、確立されたボトル形状と龍のモチーフを踏襲しています。ボトルには透明感に優れた素材であるサーリンを使用しており、彫刻された龍のテクスチャーがより鮮明に浮かび上がるとともに、内部の液体も見やすくなっています。パッケージにはガラス、プラスチック、アクリル、紙が用いられています。皇室を思わせる意匠は、この酒造の長い醸造の歴史を想起させます。本デザインは、白酒市場におけるプレミアム領域への製品の位置づけを目指しています。
The Recognition
About the A' Design Award 銀賞
Nianfenyuanjiang Gu3o アルコール飲料パッケージは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Nianfenyuanjiang Gu3o アルコール飲料パッケージは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Nianfenyuanjiang Gu3o アルコール飲料パッケージは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
- Dimensions & Packaging
- Width 15.4cm x Depth12cm x Height 28.5cm
- Tags
- Baijiu, spirit, packaging
- Production Technology
- glass, plastic, acrylic, paper
- Design Challenge
- The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
- Research
- Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
- Inspiration
- This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
- Project Duration
- from 2021 to 2022, Bozhou City, Anhui Province, China
- Operation Flow
- The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
- Team Members
- President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu
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