Zao from Xinghua Village 주류 패키지 디자인 by Chunyang Wang

Zao from Xinghua Village 주류 패키지 디자인 by Chunyang Wang is a highly esteemed winner of the very prestigious 2023 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2023

Zao from Xinghua Village 주류 패키지 디자인

by Chunyang Wang

Client: Qiangyuanzao

A' Design Award 은상 Winner in 패키징 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Zao from Xinghua Village 주류 패키지 디자인

싱화춘(杏花村) 자오(Zao)는 중국 백주를 위한 패키지 디자인이다. 일러스트레이션으로 표현된 메인 패턴은 밀을 재배해 술로 빚어내는 과정을 보여준다. 시리즈 명칭의 한자는 유럽식 고딕 레터폼과 결합되었다. 가늘고 섬세한 선과 장식적인 패턴이 전통과 현대적 디자인을 연결한다. 라벨에는 가는 선으로 이루어진 실버 압인 공정을 적용했으며, 박스에는 손끝으로 촉감을 느낄 수 있는 UV 다크 라인을 사용했다. 투명한 병은 술의 맑은 색을 그대로 드러낸다. 이 디자인은 중국 백주를 젊은 세대와 서로 다른 문화권의 사람들에게 소개하는 것을 목표로 한다.

The Recognition

About the A' Design Award 은상

Zao from Xinghua Village 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. Zao from Xinghua Village 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. Zao from Xinghua Village 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: Although it is a local liquor, the design still incorporates a lot of modern design elements.The process of growing wheat into liquor was drawn as the main pattern for packaging in illustrations.The word "造" is the name of the wine series. We have blended the Chinese word "造" with the European Gothic. The slender lines reflect the meticulous taste for taste. The decorative patterns allow users to travel between ancient and modern times.
Tags: Liquor Culture, Xinghua Village Liquor Culture Protection, Tradition and Modernity
Production Technology: The production technology is mainly reflected in the printing process:Sliver pressed process with fine lines on the liquor label. The box is made of UV dark lines at a low cost, which meets the tactile needs that cannot be seen but can be touched.
Design Challenge: How to balance the relationship between the visual design of Chinese local liquor culture and the popular visual design under the international perspective. It is necessary for this work to be accepted by Chinese young people, but also to be liked by foreign friends.
Research: Modern young people don't know much about Chinese liquor culture. Through studying, we can inject some freshness into traditional liquor culture and inherit the liquor culture through transformation. Let more young people know about Chinese baijiu (Chinese liquor). Through the design research, the packaging design has an international identity, so that people from different cultural backgrounds can be close to Chinese liquor.
Inspiration: Xinghua Village is a famous liquor production area in China and has a long history of liquor culture.Brewing began here as early as 1,500 years ago.But with the times change, Chinese young people begin to accept fast-food liquor.This Xinghua Village liquor packaging design is aimed at young people.Combining modern design forms to give Chinese liquor a new visual image. A form of packaging design that is acceptable to people of different cultures.
Project Duration: Designed in Hangzhou in September 2021.
The product will be produced in Shanxi Xinghua Village in 2021
Operation Flow: When holding the bottle, the arc of the bottle is fused with the shape of the hand.You can feel the texture of the printing process by touching it carefully.The transparent bottle embodies the pure color of the liquor.These visual and tactile sensations amplify the drinking sensation. Also upgrade the user experience.
Team Members: Chunyang Wang