Mingluye 주류 패키지 디자인 by Wen Liu, Bo Zheng and Weijie Kang

Mingluye 주류 패키지 디자인 by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2021

Mingluye 주류 패키지 디자인

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner
Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye 주류 패키지 디자인

밍루예(Mingluye)는 녹두를 주원료로 빚은 중국 전통 증류주 바이주를 위한 패키지 디자인이다. 병의 형태는 한약재로도 쓰이는 녹두에서 영감을 얻었다. 병에 새겨진 흰색 수직 선들은 녹두의 배아를 연상시키며 새로운 생명을 상징한다. 병 몸체에는 녹두의 잎, 줄기, 열매 문양이 엠보싱으로 표현되었고, 마개는 자연스러운 흙의 질감을 지닌다. 외부 상자는 동박 가공과 엠보싱을 적용한 특수지로 제작되었다. 패키지는 소재 사용을 줄이기 위해 간결하게 구성되었다.

The Recognition

About the A' Design Award 동상

Mingluye 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. Mingluye 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. Mingluye 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: 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