Fenjiu 주류 패키지 디자인 by Zhang Zhipeng is a highly esteemed winner of the very prestigious 2020 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2020

Fenjiu 주류 패키지 디자인

by Zhang Zhipeng

Client: Fen Jiu Group

A' Design Award 철상 Winner in 패키징 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 Fenjiu 주류 패키지 디자인

편주(Fenjiu)는 중국 백주를 위해 디자인된 패키지이다. 병은 유리로 제작되었으며 푸른빛의 투명 스프레이 마감 처리가 되어 있다. 병 몸체는 팔각 형태이며, 뚜껑은 살구꽃 모양으로 디자인되었다. 병 상단의 문양은 물결을 연상시키는 네 개의 층으로 구성되어 있다. 병에는 금박 가공이 적용되었고, 외부 상자는 금박 처리된 검정색 특수지로 제작되었다. 용량은 500ml이며 높이는 25.5cm이다. 이 디자인은 전통적인 창호 문양(창화) 모티프와 현대적인 형태를 결합하여 젊은 소비자들에게 중국 문화를 선보인다.

The Recognition

About the A' Design Award 철상

Fenjiu 주류 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Fenjiu 주류 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Fenjiu 주류 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: "Where can I find a restaurant? The shepherd boy pointed to the village of apricot flowers." Du mu, a great poet of late tang dynasty, endowed fen wine with poetic conception and culture. In order to make consumers feel the geographical attribute of the product in the first time, the design redesigned and improved the culture of liquor, we made the bottle cap part into the shape of apricot flower. Bottle unique and personality, packaging traditional culture and modern pay equal attention to make this product stand out in the same type of products.
Dimensions & Packaging: The bottle has a capacity of 500ml,a height of 25.5cm,a diameter of 7.8cm,a front height 29.5cm,a width of 14cm and a side width of 13cm
Tags: Liquor,packaging design,graphic design,paper-cut for window decoration,Apricot flower
Production Technology: We adopt glass spraying to design the bottle body as blue transparent bottle. We combine the Chinese idiom "all things are exquisite" to design the bottle body into eight sides to symbolize its pure taste. Combined with the Chinese idiom "famous all over the world", the pattern on the top of the bottle is as four layers, just like the waves, to symbolize its perfection and uniqueness. The bottle using bronzing technology, the outer packing using black special paper bronzing technology. We look at products in three dimensions and make "tradition" the new attraction.
Design Challenge: When the bottle is demould, it is a little difficult, but it can be improved. There are a lot of attempts on the matching of outer box technology, and no satisfactory effect is achieved. However, I believe that the design originates from life, and we should make the traditional elements fashionable, so that it has different visual experience. However, when it comes to mass production, we need to compromise.
Research: This a new design of liquor, its purpose is to better the effective combination of liquor culture and traditional culture, let the world see China, and to promote our Chinese traditional culture, also let the young consumers to know more about their ethnic culture, let the people of the world to know Chinese culture, make the traditional culture have different design vision.
Inspiration: Creative point with apricot flowers and traditional characteristics of the combination of the window, such as through the window to see the world pupil, a flower to see the spring, a leaf to know the autumn, know how to see the door of the world can really open. Chinese traditional culture is spread through Chinese symbols, so that consumers can know different Chinese cultures through their understanding of liquor.
Project Duration: The project started in December 2019 and completed the design in Shenzhen, the proofing in Shenzhen and the production in Shanxi in January 2019
Operation Flow: We sublimate the time-honored traditional culture of China, evolve traditional window flowers and add new Chinese creative techniques to make them more international. The integration of tradition and fashion highlights the different cultural characteristics of China, so as to spread Chinese culture.
Team Members: Design director: Zhang Zhipeng
Image Credits: Zhang Zhipeng