Family Series 바이주(白酒) 패키지 디자인 by Mason Wang

Family Series 바이주(白酒) 패키지 디자인 by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2021

Family Series 바이주(白酒) 패키지 디자인

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award 동상 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 Family Series 바이주(白酒) 패키지 디자인

'패밀리 시리즈'는 마오타이 향형 바이주를 위한 패키지 디자인으로, 중국 전통문화에서 인생의 4대 경사인 결혼, 출산, 생신, 승진을 주제로 제작되었다. 각 패키지는 경사와 고귀함을 상징하는 붉은색과 금색을 사용했다. 문양은 결혼을 위한 난새와 봉황, 자녀를 위한 기린, 승진을 위한 잉어와 황금 용, 장수를 위한 소나무와 백학으로 구성된다. 병의 장식 부품은 아연 합금 다이캐스팅으로 제작되어 부조 효과와 금도금 처리를 적용했다. 두 부분으로 이루어진 캡은 개봉 시 파손되어 위조를 방지하는 데 도움이 된다.

The Recognition

About the A' Design Award 동상

Family Series 바이주(白酒) 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. Family Series 바이주(白酒) 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. Family Series 바이주(白酒) 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: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd