Xiaofengtan Liquor 주류 패키지 디자인 by Zhu Hai and Fang Jian

Xiaofengtan Liquor 주류 패키지 디자인 by Zhu Hai and Fang Jian is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2022

Xiaofengtan Liquor 주류 패키지 디자인

by Zhu Hai and Fang Jian

Client: Zhu Hai, Fang Jian

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 Xiaofengtan Liquor 주류 패키지 디자인

샤오펑탄(Xiaofengtan)은 중국 고급 백주를 위한 패키지 디자인이다. 병의 형태는 중국에서 전통적으로 술을 저장하는 데 사용해 온 도자기 항아리에서 비롯되었으며, 현대적 감각에 어울리는 간결한 형태로 재해석되었다. 둥근 몸체는 손바닥에 자연스럽게 감겨 병을 쥐기 쉽고 미끄러짐을 방지하는 데 도움을 준다. 금색 뚜껑에는 세로 방향의 물결 라인이 적용되어 손쉽게 열 수 있다. 금색 점들이 병과 130×130×135밀리미터 크기의 콤팩트한 정육면체 상자 표면에 질감을 형성한다. 상자는 생분해성 종이로 제작되었으며, 축소된 크기를 통해 소재 사용량을 줄였다.

The Recognition

About the A' Design Award 동상

Xiaofengtan Liquor 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. Xiaofengtan Liquor 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. Xiaofengtan Liquor 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: SANVINGA Xiaofengtan is a high-end Jiang-flavored liquor, whose body derives from the ceramic liquor jar commonly used by the Chinese. It impresses with a compact cube packaging, which, together with the bottle body, is decorated by texture formed by golden dots, echoing with each other, while the main color, orange, provides a strong sense of integrity and association.
Dimensions & Packaging: 130mm x130mm x135mm
Tags: Reshape ceramic liquor jar, orange color, compact cube packaging, innovative appearance, resource-saving design.
Production Technology: By optimizing the bottle body and packaging, its size has been greatly reduced. Furthermore, the compact cube packaging is made of degradable paper which reduces consumables and costs, and implements the concept of sustainable development. In addition, its personalized proportion is innovative among the posh yet lackluster traditional liquor packaging.
Design Challenge: Being influenced by traditional ideology, the packaging of liquor is monotonous and homogeneous. How to break from this ideology is the challenge confronted by Xiaofengtan before it was designed. Inspired by ceramic liquor jars, it is groundbreaking because of its innovative packaging. The Chinese liquor culture contained in it has drawn attention of the society to traditional culture, thus inheriting and then carrying forward Chinese liquor culture.
Research: Liquor, for the Chinese, more than the taste, also means a kind of inheritance of the liquor culture of China. According to the study, liquor consumers commonly pursue high-end, personalized and quality liquor, while the traditional liquor cannot fully cater for their aesthetics and tastes. The brand-new packaging design of Xiaofengtan aims to blend traditional Chinese liquor culture on this base, which has showcased its confidence in Chinese culture.
Inspiration: Its body is derived from ceramic liquor jars commonly used for liquor storage by the Chinese, and has been reshaped in a simplistic style to make it different from spherical jars and more in line with the aesthetics of modern people. The name, Xiaofengtan, originates from Fengtan, a unique traditional Chinese liquor storage technology. What is contained in the jar is liquor, but what is carried on is the culture. It also symbolizes the indispensable sense of ceremony in Chinese wine culture.
Project Duration: Developed in Chengdu, China in February 2020 and unveiled in Guizhou, China in August 2020.
Operation Flow: The rounded bottle body is designed in line with ergonomics and can perfectly fit the shape of the palm of users , which is convenient for pickup and also prevents slip. The golden cap with vertical corrugated lines opens easily.
Team Members: Hai Zhu
Jian Fang