Mingluye Involucrum Potus Alcoholici by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Involucrum Potus Alcoholici by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aeneum in Designatio Involucri Competition Category.

AesInvolucrum· 2021

Mingluye Involucrum Potus Alcoholici

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

Praemium A' Design Award Aeneum Winner in Involucrum Category

19,238

Verified Award Winner

Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Involucrum Potus Alcoholici

Mingluye est consilium involucri pro baijiu, spiritu Sinensi traditionali qui praecipue ex phaseolis mungo conficitur. Forma lagenae a phaseolo mungo inspirata est, qui etiam materia medicinalis Sinensis adhibetur. Virgae albae verticales in lagena germen fabae revocant et ad novam vitam significant. Corpus lagenae figuris foliorum, caulium et fructuum phaseoli mungo caelatum est, et operculum texturam naturalem terrae habet. Arca exterior ex charta speciali facta est, aeratione et caelatura ornata. Involucrum simplex servatur ut usus materiarum limitetur.

The Recognition

About the Praemium A' Design Award Aeneum

Mingluye Involucrum Potus Alcoholici victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Mingluye Involucrum Potus Alcoholici rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Mingluye Involucrum Potus Alcoholici necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang