Jiang Hu 주류 패키징 by Wei Li is a highly esteemed winner of the very prestigious 2023 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2023

Jiang Hu 주류 패키징

by Wei Li

Client: Shenzhen Reform Brand Consultant and Design Co.,Ltd.

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jiang Hu 주류 패키징

장후(Jiang Hu)는 중국 전통 쌀 발효주인 황주(黃酒)를 위한 패키지 디자인이다. 병 뚜껑은 문진으로 사용할 수 있을 만큼 무게감이 있으며, 뒤집어서 술잔으로도 활용할 수 있다. 병의 용량은 일반적인 음주 습관에 맞추어 작게 설계되었다. 외부 상자는 종이 대신 폼 소재로 제작되어, 동일한 상자가 배송 과정에서 병을 보호하는 역할까지 수행한다. 그래픽은 중국 고대의 신표(信標)를 주제로 삼아 협객의 삶을 묘사하고 있다. 오래된 제품에 새로운 이미지를 부여하는 것이 이 디자인의 목표다.

The Recognition

About the A' Design Award 철상

Jiang Hu 주류 패키징, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Jiang Hu 주류 패키징, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Jiang Hu 주류 패키징, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The work is exquisite and practical to satisfy any kinds of consumers: the bottle top is heavy enough to be used as paper weight; it also can be used as a glass if turn it over. Besides, it’s a new product of small capacity to fit for people’s capacity for liquor in general.
Dimensions & Packaging: 180mm x 90mm x 50mm
Tags: Alcohol, Package, Chinese
Production Technology: It directly used foam material on outer box package instead of paper. It can both be the outer box of the product and shockproof packaging when sending express delivery.
Design Challenge: This product is environmental-friendly. It directly used foam material on outer box package instead of paper. It can both be the outer box of the product and shockproof packaging when sending express delivery.
Research: The name of the product is “Jiang Hu”. The word “Jiang Hu” sets in the world of elites, it represents a world full of heroes, a fair society that imparting skills to each other, and maintaining a strict code of honor. The "token" is a metal plate that symbolizes strength and bravery, it was also used to authorize military operations in ancient China. Therefore, the "token" used as a symbol to express the "power" of the "jianghu", depicting the initial process of a Chinese swordsman's maturity through adventures and hardships.
Inspiration: Huang jiu is a traditional Chinese specialty that was invented in China about 7 thousand years ago. At the market today, huang jiu products remain the similar packaging design and never highlight any characteristics of traditional Chinese huang jiu. Jiang Hu’s design broke through the conventional mode of thinking, showed a new image of traditional Chinese Huang jiu. It takes the “token" as a design clue, depicting the ups and downs of a swordsman's life in ancient China.
Project Duration: The project started in August 2019 in Shenzhen China and finished in May 2020 in Shenzhen China.
Operation Flow: Since huang jiu has gone through such a long history for nearly 7 thousand years in China, people have seen it as a kind of old-fashioned product. “Jianghu” redefined this old but precious Chinese legacy and tried to show a side of fashion by its cultural value of huang jiu. It was a brand new idea on the market.
Team Members: Mr. Li Wei