Jincaitou 백주 패키지 by Yiyang Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2021

Jincaitou 백주 패키지

by Yiyang Liu

Client: Gui Brewery Co., Ltd.

A' Design Award 은상 Winner in 패키징 Category

24,820

Verified Award Winner

Verify Award Status for #117381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jincaitou 백주 패키지

진차이터우(Jincaitou)는 중국 백주 시리즈를 위한 패키지 디자인이다. 마개는 식품용 소재로 제작되었으며, 그 문양은 현대적인 전사 인쇄와 전통 법랑 기법을 결합하였다. 패키지 전면에는 사자춤, 옥 여의, 까치가 표현되어 있는데, 이 세 가지 모티프는 모두 중국 문화에서 길상과 연결된다. 후면에는 원료 투입과 증자에서 발효, 증류에 이르는 술 빚기 과정을 그린 장면들이 담겨 있다. 패키지의 크기는 105 x 105 x 260밀리미터이며, 비용을 낮게 유지할 수 있는 현대적 생산 방식을 활용하였다.

The Recognition

About the A' Design Award 은상

Jincaitou 백주 패키지, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Jincaitou 백주 패키지, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Jincaitou 백주 패키지, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
Production Technology: 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.
Design Challenge: The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
Inspiration: In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.
Project Duration: This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
Operation Flow: Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
Team Members: Yiyang Liu