Graceful Ode 주류 패키지 디자인 by Chengdu Stone Design Co., Ltd

Graceful Ode 주류 패키지 디자인 by Chengdu Stone Design Co., Ltd is a highly esteemed winner of the very prestigious 2025 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2025

Graceful Ode 주류 패키지 디자인

by Chengdu Stone Design Co., Ltd

Client: Jiangsu King’luck Brewery Joint-Stock Co. Ltd

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 Graceful Ode 주류 패키지 디자인

'우아한 송가(Graceful Ode)'는 중국의 시와 서예에서 영감을 받은 주류 패키지 시리즈다. 세 가지 테마는 중국 시가의 세 가지 분류인 풍(風), 아(雅), 송(頌)에서 이름을 따왔다. 각 병에는 해당 한자가 입체적인 형태로 새겨져 있으며, 화선지 위에 쓴 서예를 연상시키는 수평 텍스처와 어우러져 촉각적 깊이를 더한다. 마개는 완만하게 이어지는 산등성이를 본떠 조형했고 상단에는 톱니 형태의 디테일을 적용했다. 색상은 각 테마의 분위기를 결정하는데, 그라데이션 터쿠아즈 그린, 따뜻한 베이지, 진한 옐로로 구성된다. 이 시리즈는 가족 모임, 비즈니스 만찬, 공식 축하 자리에 모두 어울린다.

The Recognition

About the A' Design Award 은상

Graceful Ode 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. Graceful Ode 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. Graceful Ode 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: The liquor packaging series, with its themes named after three typical classifications of Chinese poetry, namely feng, ya and song, innovatively integrates the three Chinese characters, ancient calligraphy and modern craftsmanship. It stands as a pioneer in its kind, seamlessly blending practicality and traditional culture, whereby users can deeply experience the charm of Chinese poetry and calligraphy when they are drinking the liquor.
Dimensions & Packaging: product dimensions, 104 mm x 110 mm x 310 mm, 310 mm x 120 mm x 310 mm
Tags: traditional culture, Chinese poetry, cultural spread, shape of rolling hills, Chinese poetry classifications
Production Technology: The bottle cap inspired by rolling hills boasts serrations on the top, which symbolize the beautiful rhythm of poetry and echo the passion of ancient literati for climbing high and composing poems, expressing respect for and thinking on traditional culture. The themed bottle body takes the corresponding Chinese character as the core. 3D characters paired with horizontal textures, reminiscent of Chinese calligraphy on rice paper, offer a unique tactile experience and a sense of visual depth.
Design Challenge: The challenge was to capture Chinese traditional cultural essence while catering to modern aesthetic preferences. The design team has integrates three typical classifications of Chinese poetry into its design, and introduced ancient calligraphy to the three Chinese characters, while also adopting horizontal textures. Such fusion of traditional elements and modern craftsmanship makes the packaging series a piece of art that embodies traditional culture and showcases distinctive visual appeal.
Research: Through in-depth study of six principles in the Shijing and Chinese calligraphy, the packaging series innovatively integrates three typical classifications of Chinese poetry and ancient calligraphy with modern aesthetic trends and craftsmanship, striking a balance between cultural significance and artistic allure. It not only expresses respect for Chinese traditional poetry and calligraphy, but also brings something new to modern drinking culture.
Inspiration: The packaging series, inspired by ancient literati gatherings centred around liquor drinking and poem composing, subtly integrates three typical classifications of Chinese poetry into its design, which introduces ancient calligraphy to the three Chinese characters, creating a unique visual symbol that marries powerful Chinese calligraphy and elegant Chinese painting. In this way, it is not merely a container of fine liquor, but a piece of art with the unique charm of Chinese traditional culture.
Project Duration: The product was designed in January, 2024 in Chengdu, and launched in August, 2024 in China.
Operation Flow: The packaging series uses various colors to highlight a unique tone of different themed packaging, adaptable to diverse scenarios. The feng utilizes the gradient turquoise green that exudes freedom and inclusiveness, suitable for friend gatherings or family reunions. The ya designed with the warm and calm beige is an ideal choice for business banquets or gifts. The dark yellow song creates a noble, solemn atmosphere, which is applicable to major events such as festivals and weddings.
Team Members: Yang Shi, Ying Zhang, Shuyu You, Rui Jiang, Tingting Fei, Xiaodie Zhou