DamoWang Taurine Energy Drink 에너지 드링크 패키지 by Chi Forest

DamoWang Taurine Energy Drink 에너지 드링크 패키지 by Chi Forest is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2022

DamoWang Taurine Energy Drink 에너지 드링크 패키지

by Chi Forest

Client: Genki Forest (Beijing) Food Technology Group Co., Ltd.

A' Design Award 동상 Winner in 패키징 Category

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Colors

The Design

About DamoWang Taurine Energy Drink 에너지 드링크 패키지

다모왕(DamoWang) 타우린 에너지 드링크는 250밀리리터 알루미늄 캔에 담긴 기능성 음료입니다. 캔의 규격은 65.6 × 91.8밀리미터이며, 금속 표면에 고광택 투명 인쇄 기법을 적용했습니다. 그래픽에는 중국 신화 속 전사 치우(Chiyou)에서 영감을 받은 인물과 함께 힘과 자신감을 상징하는 엄지손가락 제스처가 표현되어 있습니다. 이 음료에는 활력 회복에 사용되는 전통 약재인 인삼과 구기자가 함유되어 있습니다. 친숙한 금속 캔은 손에 쥐기 편하고 빠르게 시원해집니다.

The Recognition

About the A' Design Award 동상

DamoWang Taurine Energy Drink 에너지 드링크 패키지, 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. DamoWang Taurine Energy Drink 에너지 드링크 패키지, 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. DamoWang Taurine Energy Drink 에너지 드링크 패키지, 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: The majority of the consumers choose energy drinks to refresh themselves under extreme circumstances. But they usually feel exhausted after the effect wears off. The product tried to solve that by especially adding traditional Chinese herbal medicines Ginseng and Chinese wolfberry that is used to replenish the vitality of the body. Moreover, designers use the packaging itself to give a direct psychological hint through images and gestures. The thumbs-up gesture intends to show that you are amazing and unbreakable.
Dimensions & Packaging: 65.6mm x 91.8mm
Tags: Branding, Packaging, Chinese National Tide
Production Technology: High gloss iron transparent printing can on iron cans.
Design Challenge: There are many technological limitations in iron cans and it would take a lot of effort to change the layout and color during the production proofing stage. In order to find the best color and the rate of reflection, designers spent a week in the factory constantly adjusting various variables such as the hue of a color, the iron permeability and multi-standard point calibration during the printing process.
Research: The Chinese meaning of DAMOWANG is an invincible person with extraordinary ability. However, designers have encountered difficulties in interpreting DAMOWANG through IP image. Designers hope to put it into practice on a specific Chinese historical figure instead of creating a figure out of thin air. Because they supposed that a character created out of thin air can't convince users to believe. They hope that as an energy drink, it can gain trust from users. Therefore, designers chose Chiyou after comprehensive evaluation by investigating the stories of Chinese Shinhwa and ancient historical figures. The image of Chiyou created by designers refers to the image depicted on the stone tablets of Han Dynasty, with a bit sense of martial arts. Designers want to encourage our customers to believe in themselves and find their inner DAMOWANG. Anyone can be a DAMOWANG and it can help you get there.
Inspiration: The packaging inspiration comes from Chinese traditional mythological figure: Chiyou. He was one of the creators of Chinese culture, also known as the god of war and the inventor of the cold weapons (bows and arrows, axes).The packaging delivers a message that the ancient God of War cheered and praised for the hardworking Chinese people.It is believed that his legend can encourage young people and help them succeed in daily work.
Project Duration: The project started in August,2021 and was completed in February, 2022.
The design was completed in December, 2021. The production location is Shanghai, China.
Operation Flow: It pursues a traditional packaging form, iron cans, rather than innovating another form because it wants Chinese consumers to be familiar as a functional beverage. It chose 250mL iron cans for better holding experiences. Metal packaged drinks feel more powerful when grasping than plastic or glass ones. Also, they taste a lot better when they serve cold，iron cans are quicker to cool in fridges, so that consumers can enjoy the fresh more easily.
Team Members: Yushu Zhang, Yiqun Tang
Image Credits: Yushu Zhang, Yiqun Tang