Mingluye Kemasan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Kemasan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award Perunggu in Desain Bungkusan Competition Category.

PerungguBungkusan· 2021

Mingluye Kemasan Minuman Beralkohol

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

A' Design Award Perunggu Winner in Bungkusan Category

19,238

Verified Award Winner

Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Kemasan Minuman Beralkohol

Mingluye minangka desain kemasan kanggo baijiu, arak tradisional Tiongkok sing utamane digawe saka kacang hejo. Wangun botol diilhami saka kacang hejo, sing uga digunakake minangka bahan obat tradisional Tiongkok. Garis-garis putih vertikal ing botol ngelingake wiji kacang lan nggambarake urip anyar. Badan botol dihiasi nganggo pola timbul saka godhong, batang, lan woh kacang hejo, dene tutupe nduweni tekstur alami kaya lemah. Kothak njaba digawe saka kertas khusus kanthi teknik bronzing lan emboss. Desain kemasan iki dijaga tetep prasaja kanggo mbatesi panganggone bahan.

The Recognition

About the A' Design Award Perunggu

Mingluye Kemasan Minuman Beralkohol menang A' Design Award Perunggu, pangenalan sing prestisius banget sing diparingake marang desain sing luar biasa sing dicirikake dening kreativitas, kapinteran lan kaweruh sing landhep. Pemenang Perunggu iku artefak sing trampil banget lan kreatif banget sing mbuktekake pengalaman sing jembar, imajinasi lan kapinteran para desainer. Mingluye Kemasan Minuman Beralkohol dikarepake dadi barang sing dihargai banget, dikagumi lan ditresnani, profesional lan inovatif banget. Desain sing menang A' Design Award Perunggu iki ngemot praktik sing paling apik ing seni, sains, desain lan teknologi, lan apik banget ing perhatiane marang rincian. Mingluye Kemasan Minuman Beralkohol nyukupi kabutuhan kanthi apik, nutul kekarepan, ngaya rasa lan narik rasa pengin weruh.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang