Shguijiu Dian 바이주 병 패키지 디자인 by Liang Chen

Shguijiu Dian 바이주 병 패키지 디자인 by Liang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award 금상 in 패키징 디자인 Competition Category.

금패키징· 2023

Shguijiu Dian 바이주 병 패키지 디자인

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

A' Design Award 금상 Winner in 패키징 Category

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The Design

About Shguijiu Dian 바이주 병 패키지 디자인

'스구이주 뎬(Shguijiu Dian)'은 상하이의 고급 선물용 바이주를 위한 패키지 디자인이다. 그 형태는 중국에서 가장 높은 건축물인 상하이 타워에서 영감을 얻었다. 크리스털 병과 거울처럼 매끄러운 메탈 캡은 하나의 형태로 읽히며, 나선형으로 흐르는 곡선과 비대칭적인 실루엣을 이룬다. 외부 케이스는 은도금 처리된 원통형으로, 불규칙한 곡면을 지닌다. 외부 케이스는 지름 110mm, 높이 330mm이며, 병은 지름 80mm, 높이 300mm이다. 두 요소 모두 보관하고 전시할 수 있어 폐기물을 줄여준다.

The Recognition

About the A' Design Award 금상

Shguijiu Dian 바이주 병 패키지 디자인, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Shguijiu Dian 바이주 병 패키지 디자인, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Shguijiu Dian 바이주 병 패키지 디자인, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.

Behind the Design

Press Kit

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

Unique Properties: As a high-end gift Baijiu representing Shanghai in a theme of opening up the future, the creative design is enlightened by Shanghai Tower, the highest building in China and the third in the world, which reflects the international urban style and an urban spirit that transcends the future in both recognition and influence. The cross-domain and futuristic architectural aesthetics is applied on the appearance design, which is a boldly try and innovation in the traditional Chinese Baijiu industry, and could motivate more young people to come and try, highlighting its creative theme of the future.
Dimensions & Packaging: Outer box: diameter 110mm * height 330mm Bottle: diameter 80mm* height 300mm
Tags: Shanghai Tower, Chinese Baijiu, Packaging Design, Open up the future Limited edition,High-end Baijiu
Production Technology: It looks like an indivisible one while the crystal bottle matched with mirror-like metal cap, which featured in spiraling curves and asymmetric shape, full of a sense of future with infinite possibilities. It is also a product with the sense of hi-tech and art while the silver-plated packing box is designed in cylindrical shape with irregular curved surface which would produce undulating changes.
Design Challenge: The most difficult part is the facade of the packing. The senses of urban spirit, product positioning and the high-end gift are required to present in one product at the same time. The significant differences from the existing similar products are asked in bottle, packing box, material and process, as a result, it is a huge challenge and attempt in production.
Research: A landmark is often regarded as the symbol of a city or even the country. The product would be more approachable when it designed as the most famous and most influential building in Shanghai, which could promote the spread of brand and urban culture and reflect its positioning of internationalization and future development. At the first half of 2022, Shanghai was deeply suffered from COVID-19 and this product expressed the confidence in overcoming the epidemic and hope for a better future.
Inspiration: A landmark is often regarded as the symbol of a city or even the country, which could convey a stronger cultural value and spiritual belief. The creative design sources from Shanghai Tower, the highest building in China and the third one in the world, and also the symbol of Shanghai because of its extremely modern and futuristic shape with infinite possibilities.
Project Duration: The project began in Shanghai in September 2021 and the design will be completed in Shanghai in November 2021.
Operation Flow: Combination of the urban landmark building with product would naturally arouse the attention and emotional resonance of users, which could better integrate urban culture, sketch landscape, art exhibitions, commemorative activities and tourism visits to get wider dissemination and promotion. Both the outer box and the bottle could be displayed and presented as art and collection exhibits, reducing the discard and waste of materials.
Team Members: Creative Director: Chen Liang
Chief Designer: Chen Liang
3D Scene Rendering: Song Liu
Image Credits: Creative Director: Chen Liang