Nianfenyuanjiang Gu3o 주류 패키지 디자인 by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o 주류 패키지 디자인 by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2023

Nianfenyuanjiang Gu3o 주류 패키지 디자인

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

A' Design Award 은상 Winner in 패키징 Category

29,690
Verified Award Winner
Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o 주류 패키지 디자인

Gu30는 중국 전통 증류주인 백주(바이주)를 위해 디자인된 병이다. 이 디자인은 니엔펀위안장(Nianfenyuanjiang) 제품 라인을 계승하여 기존에 확립된 병 형태와 용 모티프를 유지한다. 병은 밝고 투명한 소재인 사린(sarin)으로 제작되어 조각된 용의 질감이 더욱 선명하게 드러나고 내부의 액체도 쉽게 확인할 수 있다. 패키지에는 유리, 플라스틱, 아크릴, 종이가 사용되었다. 황실을 연상시키는 요소들은 양조장의 유구한 양조 역사를 떠올리게 한다. 이 디자인은 제품을 백주 시장의 프리미엄 영역에 자리매김하는 것을 목표로 한다.

The Recognition

About the A' Design Award 은상

Nianfenyuanjiang Gu3o 주류 패키지 디자인, 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. Nianfenyuanjiang Gu3o 주류 패키지 디자인, 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. Nianfenyuanjiang Gu3o 주류 패키지 디자인, 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: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Dimensions & Packaging: Width 15.4cm x Depth12cm x Height 28.5cm
Tags: Baijiu, spirit, packaging
Production Technology: glass, plastic, acrylic, paper
Design Challenge: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Research: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Duration: from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Team Members: President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu