Jundao Guiniang 백주 패키지 디자인 by Liang Chen

Jundao Guiniang 백주 패키지 디자인 by Liang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2023

Jundao Guiniang 백주 패키지 디자인

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

A' Design Award 은상 Winner in 패키징 Category

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Verified Award Winner

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Colors

The Design

About Jundao Guiniang 백주 패키지 디자인

'준다오 구이냥(Jundao Guiniang)'은 중국 고급 백주를 위한 패키지 디자인이다. 육각형의 백자 병에는 중국 전통 수묵화가 법랑 소성 기법으로 장식되어 있다. 그림의 부드러운 번짐은 산과 강을 연상시키며 생산지의 자연환경을 담아낸다. 또한 박 가공(브론징) 기법으로 원산지 지역의 지형을 섬세한 층위로 표현했다. 황금빛 뚜껑은 개인 인장의 형태로 디자인되어 장식품으로 소장할 수 있다. 이 디자인은 중국 문화와 자연에 대한 경외, 그리고 전통의 가치를 표현한다.

The Recognition

About the A' Design Award 은상

Jundao Guiniang 백주 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. Jundao Guiniang 백주 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. Jundao Guiniang 백주 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: Taking Chinese culture as its inside information, the packing of the high-end Baijiu is featuring traditional Chinese ink painting which present the image of a wonderland while the halo effect of the painting naturally occurring, indicating the fine ecological environment of the Baijiu producing area. It is the implication of the life attitude and cultural belief of loving the country, protecting the ecology and inheriting the culture that help to enhance the cultural and artistic value of the product.
Dimensions & Packaging: Box Size: L 300mm* W 150mm * H 120mm
Bottle Size: D 75mm * H 235mm
Tags: Chinese Baijiu, Traditional Chinese ink painting, Packing Design, Gentleman, Mountains and Rivers
Production Technology: The enamel firing of ink painting applied on the hexagonal white ceramic bottle, presenting a texture of landscape picture. The bronzing process outlines the terrain of the exclusive origin of Baijiu, with layers of rolling waves, highlighting the details of the process. The image of the undulating mountains and meandering rivers are showed on the golden cap, implying a harmonious ecological environment. Designed as a personal seal, the cap can be used for gift and collection.
Design Challenge: It is the exploration and expression of the theme of the product that turns into the biggest challenge of the design, in which it is required to seek for an appropriate Chinese traditional culture to establish relationship with the product while to realize the specific conception in details and to make the differences from competitors at the same time.
Research: In addition to its quality and processing technology, the Chinese Baijiu is also related with culture, history, art, nature environment and emotion, etc. Therefore, the research direction of this project should focus on the cultural connotation and spiritual pursuit.
Inspiration: Chinese landscape painting, an unique traditional painting art in East, in which feelings of love of the country and the natural world as well as the moral belief of justice, benevolence and integrity are contained in the artistic conception and aesthetics expressed by the picture. The inspiration of the product is exactly coming from the artistic conception of this painting art, which skillfully integrate the picture of the production area in the painting and combine the cultural virtues together to highlight its cultural connotation.
Project Duration: It was began in Shanghai, China in Aug.2020 and was finished in the end of Sep. and early of Oct. 2020, then it was available on the market on Jan.10,2021.
Operation Flow: It can be better matched with art exhibitions and commemorative activities for wider spread and promotion in the form of oriental traditional art painting. The golden cap of solid modeling with image of the mountains and rivers could be used as an ornament and also a traditional seal, increasing its cultural attributes. And it is available for exclusive customization with multiple purposes of collection and gift and so on.
Team Members: Creative Director：Chen Liang
Chief Designer：Chen Liang
Finish Artist：Yang Shilang
Image Credits: Creative Director：Chen Liang