The Drum of Heaven and Earth 酒類パッケージ by Hai Zhu

The Drum of Heaven and Earth 酒類パッケージ by Hai Zhu is a highly esteemed winner of the very prestigious 2024 A' Design Award 鉄賞 in パッケージデザイン Competition Category.

鉄パッケージ· 2024

The Drum of Heaven and Earth 酒類パッケージ

by Hai Zhu

Client: Shanxi Fenyangwang Wine Industry Co., Ltd.

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

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Verified Award Winner
Verify Award Status for #154724

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Drum of Heaven and Earth 酒類パッケージ

「天地の鼓」は、25kg入りの中国白酒のための壺型パッケージデザインである。その形状は古代の軍鼓を思わせ、唐代の名将・郭子儀の陣太鼓から着想を得ている。中国の伝統における瑞獣である龍と貔貅を浮き彫りにし、書を組み合わせた立体的なレリーフは、手で触れてその質感を感じ取ることができる。金箔加工とエンボス加工が表面に豊かな質感を与えている。両側の撥（ばち）は容器として使用でき、酒を分かち合うことができる。パッケージの寸法は565×209×742mmである。

The Recognition

About the A' Design Award 鉄賞

The Drum of Heaven and Earth 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。The Drum of Heaven and Earth 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。The Drum of Heaven and Earth 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: The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value.
Dimensions & Packaging: product dimensions, 565 mm x 209 mm x 742 mm
Tags: Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor
Production Technology: Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways.
Design Challenge: The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand.
Research: The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect.
Inspiration: Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture.
Project Duration: This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.
Operation Flow: The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation.
Team Members: Hai Zhu