Jiangshiguo State Liquor 酒瓶パッケージ by Hai Zhu

Jiangshiguo State Liquor 酒瓶パッケージ by Hai Zhu 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

Jiangshiguo State Liquor 酒瓶パッケージ

by Hai Zhu

A' Design Award 銀賞 Winner in パッケージ 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 Jiangshiguo State Liquor 酒瓶パッケージ

「江山国酒」は、醤香型中国白酒の限定コレクションのために手がけたパッケージデザインである。ボトルには山並みを描いた稜線のレリーフと金色のドットが浮き彫りにされ、中国の大地と河川を象徴している。表面の色彩は淡い青から墨青へと移り変わり、青空と緑の山々を想起させる。両側面には瑞雲と龍の姿が描かれている。キャップは無垢材と金属で構成され、木目と金箔押しの質感を見せる。レリーフは人間工学に基づいて造形されており、ボトルを持ちやすくしている。パッケージは引き上げることで開封できる。

The Recognition

About the A' Design Award 銀賞

Jiangshiguo State Liquor 酒瓶パッケージは、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。Jiangshiguo State Liquor 酒瓶パッケージは、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。Jiangshiguo State Liquor 酒瓶パッケージは、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: Jiangshiguo State Liquor is a limited collection jiang-flavor liquor. Sticking to the concept of simplicity, the product package symbolizes China's prosperous lands and rivers through the vivid relievo. The spirit of ingenuity of Chinese liquor-makers has also been integrated into the design, presenting a unique and classic flavor of Chinese liquor.
Dimensions & Packaging: product dimensions, 120mm x 120 mm x 280 mm
Tags: Jiang-flavor package, state liquor, the spirit of ingenuity, the inheritance of liquor-making techniques, Chinese liquor culture
Production Technology: The bottle cap is made of solid wood and metal with the richer texture of wood grain and gilding. The surface is outlined with golden lines and core elements, including the trend lines of mountains and golden dots, which echoes the bottle design. The two sides are illustrated with auspicious clouds and Loong, which are the most representative Chinese patterns. The Loong stands for the noble Chinese emperors and a prosperous country to convey the classic flavor of State Liquor directly.
Design Challenge: Unlike other liquor packages in the market, this product is a pioneer to utilize convex trend lines of mountains and golden dots as the major elements. This not only symbolizes the prosperous lands and rivers vividly but also expresses a lingering flavor of the liquor. And the gradual color on the product package changes from light blue to ink blue presents a view of the blue sky and lush mountains, and intuitively conveys the increasingly stronger flavor over time.
Research: As China state liquor, the liquor culture represented by Baijiu one of Chinese liquor has been spread for thousands of years thanks the inheritance and persistence of Chinese liquor-maker. Tasting the liquor can lead users to associate it with the state liquor and the liquor culture embodied can raise social awareness of traditional Chinese culture, leading to the inheritance and spread of Chinese liquor culture.
Inspiration: Inspired by the Chinese ingenuity, Jiangshiguo State Liquor introduces its embodied ongoing exploration, persistence, refinement, sharing and inheritance of Chinese ingenuity to consumers through its simple and exquisite package. This leads to an understanding of Chinese liquor culture to boost Chinese culture confidence.
Project Duration: Jiangshiguo State Liquor was developed in May 2021 in Chengdu, China, and was launched in Guizhou in May 2022.
Operation Flow: The relievo of mountain trend lines on the bottle follows ergonomics, which not only makes it a high-end gift but also fit hands for easier grip that is not prone to slip. Its package can be pulled and opened, which can give consumers a stronger sense of ritual when opening compared with common cap-opening liquor bottles.