Wuliang Image 주류 패키징 by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2022

Wuliang Image 주류 패키징

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award 은상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image 주류 패키징

우량 이미지(Wuliang Image)는 중국 바이주 브랜드를 위해 제작된 주류 패키징 디자인이다. 병의 형태는 명나라 시대의 달항아리에서 영감을 받았으며, 둥근 몸체는 보름달과 재회·화합의 의미를 상징한다. 곡선과 물결무늬 스트라이프가 실크처럼 병을 감싸고 있다. 유리 몸체에는 샌드블라스팅 가공을 적용하고 로즈골드 로고를 양각으로 새겼으며, 병 상단부에는 무광 메탈 전기도금 공정을 사용했다. 케이스는 무광 골드 아크릴 소재에 부조 메탈과 핫스탬핑 기법을 더해 완성했다. 반투명한 바탕 질감은 안정적이고 편안한 그립감을 제공한다.

The Recognition

About the A' Design Award 은상

Wuliang Image 주류 패키징, 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. Wuliang Image 주류 패키징, 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. Wuliang Image 주류 패키징, 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 design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng