Lidu Sorghum Baijiu 주류 패키지 디자인 by Wen Liu and Bo Zheng

Lidu Sorghum Baijiu 주류 패키지 디자인 by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2020

Lidu Sorghum Baijiu 주류 패키지 디자인

by Wen Liu and Bo Zheng

Client: Shenzhen Oracle Creative Design Co., Ltd

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #89771

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lidu Sorghum Baijiu 주류 패키지 디자인

리두 수수 바이주(李渡高粱白酒)는 중국 수수 증류주를 위한 패키지 디자인이다. 병은 녹색으로 도장한 크리스털 유리로 제작되었으며, 바디 라벨과 목 라벨에는 앤티크한 질감의 특수지를 사용했다. 마개는 금속과 플라스틱을 결합했고, 외부 상자는 금색과 검정색 문양이 들어간 검정 특수지로 제작되었다. 패키지의 크기는 길이 70mm, 너비 70mm, 높이 260mm이다. 형태는 기존 병의 원형을 바탕으로 하되 현대적인 미니멀리즘 스타일을 따랐다. 간소화된 소재 구성은 낭비를 줄이는 동시에 젊은 소비자층의 취향에 부합한다.

The Recognition

About the A' Design Award 철상

Lidu Sorghum Baijiu 주류 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Lidu Sorghum Baijiu 주류 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Lidu Sorghum Baijiu 주류 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
Dimensions & Packaging: The packaging size is 70mm in length, 70mm in width and 260mm.
Tags: Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
Production Technology: The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
Design Challenge: It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
Research: In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
Inspiration: The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
Project Duration: The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
Operation Flow: This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018