Mingluye Ammud n Uterras Ihlelqen by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Ammud n Uterras Ihlelqen by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.

LbrunzAkemmus· 2021

Mingluye Ammud n Uterras Ihlelqen

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus 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 Mingluye Ammud n Uterras Ihlelqen

Aḍris n Tektabt: Mingluye d aslugen n uceṭṭeb i baijiu, d aciṭṭeb aqbuṛ acinwa yettwaxedmen s waṭas seg loubya taberkant. Talɣa n tqerɛet tețwexemmem-d si loubya taberkant, yellan daɣen d tammuɣli tamedwit tacinwit. Idellay imellalen icudden ɣer zdat n tqerɛet țemektayen-d aẓawali n loubya, yerna țawin ɣer tudert tajdiṭ. Idis n tqerɛet yettwacreḍ s wugur n ifra, ijɣaḍ akked lfakya n loubya taberkant, ma d aɣummu-ines yesɛa taẓɣal tunṣibt n tmurt. Tabewwaḍt n berra tețwaxdem s warkassen usligen s tewsit n ubruns akked ucreḍ. Aslugen yețwaḥder s wudem afessas iwakken ad ittwasseqdec ussexdem n izatuten drus.

The Recognition

About the Tarbaḥt A' Design Award n Lbrunz

Mingluye Ammud n Uterras Ihlelqen d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Mingluye Ammud n Uterras Ihlelqen ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Mingluye Ammud n Uterras Ihlelqen yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

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