Gujinggong 주류 by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 A' Design Award 금상 in 패키징 디자인 Competition Category.

금패키징· 2020

Gujinggong 주류

by Cheng Tian Sheng

Client: Yuto

A' Design Award 금상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #99904

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gujinggong 주류

사람들이 전하는 문화 이야기가 포장에 담겨 있고, 용의 술 패턴이 꼼꼼하게 그려져 있습니다. 용은 중국에서 존경 받고 길조를 상징합니다. 삽화에서 용은 술을 마시 러 나옵니다. 와인에 매료되기 때문에 와인 병 주위를 맴돌며 Xiangyun, 궁전, 산, 강과 같은 전통적인 요소를 추가하여 Gujing 공물 와인의 전설을 확인합니다. 상자를 개봉 한 후에는 상자를 개봉 한 후 전체적인 표시 효과를 내기 위해 그림이있는 카드 용지 레이어가 있습니다.

The Recognition

About the A' Design Award 금상

Gujinggong 주류, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Gujinggong 주류, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Gujinggong 주류, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.

Behind the Design

Press Kit

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

Unique Properties: Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
Dimensions & Packaging: Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
Tags: Liquor, tradition， Folk tradition，Illustration，nongovernmental
Production Technology: This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
Design Challenge: Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
Research: Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
Inspiration: In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
Project Duration: The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
Operation Flow: The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
Team Members: Designer：CHENG TIAN SHENG
3D：YAO QI QIANG
Engineer：ZHANG HUA MING