Martial Essence In Brew 주류 패키징 by Zhejiang Sci-Tech University

Martial Essence In Brew 주류 패키징 by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2024

Martial Essence In Brew 주류 패키징

by Zhejiang Sci-Tech University

Client: Zhejiang Sci-Tech University

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

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The Design

About Martial Essence In Brew 주류 패키징

'술에 담긴 무예의 정신(Martial Essence In Brew)'은 원저우 융자 지역의 증류주 라오지우한(Laojiuhan)을 위한 패키지 디자인이다. 이 디자인은 지역 전통 무술인 펑린 남권(南拳)을 핵심 비주얼 요소로 활용했다. 금색 선으로 여섯 가지 대표 초식의 동작을 표현했으며, 제품명은 힘 있는 서예체로 새겼다. 마지막 글자 아래의 물방울 문양은 증류 과정을 상징한다. 병은 무광 블랙으로 마감하고 금색 메탈 캡을 적용했다. 병과 캡에는 산과 강을 형상화한 장식을 각인해 지역적 정체성을 부여하는 동시에 미끄럼 방지 그립 역할을 하도록 했다. 용량은 500밀리리터이다.

The Recognition

About the A' Design Award 동상

Martial Essence In Brew 주류 패키징, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Martial Essence In Brew 주류 패키징, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Martial Essence In Brew 주류 패키징, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
Dimensions & Packaging: Bottle: 500ml
Tags: Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
Production Technology: The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
Design Challenge: In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
Research: After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
Inspiration: The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
Project Duration: The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
Operation Flow: The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
Team Members: Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang