Yanghe Personal Letters Baijiu 주류 패키지 디자인 by Zhaoxin Zhu and Dongyan Ruan

Yanghe Personal Letters Baijiu 주류 패키지 디자인 by Zhaoxin Zhu and Dongyan Ruan is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2021

Yanghe Personal Letters Baijiu 주류 패키지 디자인

by Zhaoxin Zhu and Dongyan Ruan

Client: Jiangsu Yanghe Distillery Co., Ltd

A' Design Award 동상 Winner in 패키징 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Yanghe Personal Letters Baijiu 주류 패키지 디자인

양허 친필 서신(洋河手書) 바이주는 중국 장쑤성 쑤첸에서 생산되는 백주를 위한 패키지로, 이 지역은 술 생산지로 잘 알려져 있다. 디자인은 중국 문인의 서예를 손으로 쓴 편지 형식으로 담아냈으며, 지역 지도에는 양조장을 둘러싼 강과 호수, 습지가 표현되어 있다. 병은 무광 백색 유약을 입힌 세라믹으로 제작되었고, 병 뚜껑은 술잔으로 사용할 수 있다. 외부 상자는 친환경 골판지에 종이 커버를 감싼 형태로 만들어져 손쉽게 열 수 있다.

The Recognition

About the A' Design Award 동상

Yanghe Personal Letters Baijiu 주류 패키지 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Yanghe Personal Letters Baijiu 주류 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Yanghe Personal Letters Baijiu 주류 패키지 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: This Baijiu made in Suqian, Jiangsu province, which is famous for being the city of Chinese Liquors. The city is surrounded by mountains and rivers, and this excellent ecological environment brings a Baijiu with unique taste. The product expresses the calligraphy of these literati in the form of handwritten letters, while using the local map to present the great ecological environment of Yanghe Distillery. The outer packaging uses green corrugated paper.
Dimensions & Packaging: 280mm x85 mm x200mm x 1.55kg Width x Depth x Height x Weight
Tags: Three rivers、two lakes and one wetland; literati and calligraphy; handwork; environmental; recycle
Production Technology: 1.Bottle: ceramic bottle, applying matte white glaze, and the bottle cap can be used as a Baijiu cup.
2.Box：Adopting environmental corrugated paper and wrapped with paper cover.
Design Challenge: "Personal letter" refer to an article written by hand, since the writer usually sends the letter to a friend, it always adopts a free writing style, which gets the true interest of calligraphy. It not only has a certain historical value, but also has a high artistic value in calligraphy.For representative personal letters, like calligrapher of Tang Dynasty, Yan Zhenqing's "In Memory of My Nephew",which is written for mourn his newphew, and this article is known as one of the "three major running hands in the world". As for Yanghe Personal Letters Baijiu, it expresses literati's calligraphy in a special form, which provides assurance to not only internal quality but also external packaging, creating a precedent for Baijiu design.
Research: This product takes into account about Chinese people's healthy drinking volume. The box of this Baijiu is easy to open, also the bottle is ergonomic. Each bottle of Baijiu comes with a match glass, and you can drink as long as you want whether you are alone or not.
Inspiration: The core idea of this Baijiu is closely related to the lasting prosperity of Jiangnan. Perfect natural environment creates an exquisite background and a land flowing milk and honey. The artistic techniques of Yanghe Personal Letters Baijiu fully incorporate the advanced knowledge of traditional calligraphy and painting. It also interprets the spirits of the literati into the strong and mellow life. The background of the times and the heritage of the culture fall on the scrolls and fine Baijiu.
Project Duration: The project started in December 2017 in Suqian, Jiangsu and finished in December 2019, Suqian, Jiangsu.
Operation Flow: Yanghe is famous because of its water, abundant water sources, excellent wetland environment, and high-quality underground water sources have jointly achieved the ultimate soft texture of Yanghe. It has also made Yanghe famous at home and abroad and become one of the representatives of Chinese liquor.The Yanghe Personal Letters Baijiu combines the blessed natural environment and the literati's praise in this unique Baijiu, also attracts consumers to spontaneously participate in the care of the environment, reminds them the respect for spirit, and the most important one is to enjoy the pleasant experience of the Baijiu in a more rational and healthy way.
Team Members: Designer: Dongyan Ruan
Image Credits: Image #1: Photographer Dongyan Ruan, Yanghe Personal Letters Baijiu, 2020.