Jiangshiguo State Liquor 주류 병 패키지 by Hai Zhu

Jiangshiguo State Liquor 주류 병 패키지 by Hai Zhu is a highly esteemed winner of the very prestigious 2023 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2023

Jiangshiguo State Liquor 주류 병 패키지

by Hai Zhu

A' Design Award 은상 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 Jiangshiguo State Liquor 주류 병 패키지

장시궈 국주(醬世國酒)는 장향형(醬香型) 중국 백주의 한정 컬렉션을 위한 패키지 디자인이다. 병에는 산맥의 흐름을 표현한 선과 황금색 점이 양각 릴리프로 새겨져 있어 중국의 산천과 강물을 상징한다. 표면 색상은 연한 블루에서 잉크 블루로 그라데이션되어 푸른 하늘과 청산을 연상시킨다. 양측면에는 상서로운 구름과 용(龍)의 형상이 묘사되어 있다. 뚜껑은 원목과 금속으로 제작되어 나뭇결과 도금의 질감을 드러낸다. 릴리프는 인체공학적 원리를 따라 설계되어 병을 쥐기 편하다. 패키지는 잡아당기는 방식으로 개봉된다.

The Recognition

About the A' Design Award 은상

Jiangshiguo State Liquor 주류 병 패키지, 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. Jiangshiguo State Liquor 주류 병 패키지, 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. Jiangshiguo State Liquor 주류 병 패키지, 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: Jiangshiguo State Liquor is a limited collection jiang-flavor liquor. Sticking to the concept of simplicity, the product package symbolizes China's prosperous lands and rivers through the vivid relievo. The spirit of ingenuity of Chinese liquor-makers has also been integrated into the design, presenting a unique and classic flavor of Chinese liquor.
Dimensions & Packaging: product dimensions, 120mm x 120 mm x 280 mm
Tags: Jiang-flavor package, state liquor, the spirit of ingenuity, the inheritance of liquor-making techniques, Chinese liquor culture
Production Technology: The bottle cap is made of solid wood and metal with the richer texture of wood grain and gilding. The surface is outlined with golden lines and core elements, including the trend lines of mountains and golden dots, which echoes the bottle design. The two sides are illustrated with auspicious clouds and Loong, which are the most representative Chinese patterns. The Loong stands for the noble Chinese emperors and a prosperous country to convey the classic flavor of State Liquor directly.
Design Challenge: Unlike other liquor packages in the market, this product is a pioneer to utilize convex trend lines of mountains and golden dots as the major elements. This not only symbolizes the prosperous lands and rivers vividly but also expresses a lingering flavor of the liquor. And the gradual color on the product package changes from light blue to ink blue presents a view of the blue sky and lush mountains, and intuitively conveys the increasingly stronger flavor over time.
Research: As China state liquor, the liquor culture represented by Baijiu one of Chinese liquor has been spread for thousands of years thanks the inheritance and persistence of Chinese liquor-maker. Tasting the liquor can lead users to associate it with the state liquor and the liquor culture embodied can raise social awareness of traditional Chinese culture, leading to the inheritance and spread of Chinese liquor culture.
Inspiration: Inspired by the Chinese ingenuity, Jiangshiguo State Liquor introduces its embodied ongoing exploration, persistence, refinement, sharing and inheritance of Chinese ingenuity to consumers through its simple and exquisite package. This leads to an understanding of Chinese liquor culture to boost Chinese culture confidence.
Project Duration: Jiangshiguo State Liquor was developed in May 2021 in Chengdu, China, and was launched in Guizhou in May 2022.
Operation Flow: The relievo of mountain trend lines on the bottle follows ergonomics, which not only makes it a high-end gift but also fit hands for easier grip that is not prone to slip. Its package can be pulled and opened, which can give consumers a stronger sense of ritual when opening compared with common cap-opening liquor bottles.