Wuliang Image Primary Function: Alkoholverpackung by Luo Heng

Wuliang Image Primary Function: Alkoholverpackung by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award an Sëlwer in Verpackungsdesign Competition Category.

SëlwerVerpackung· 2022

Wuliang Image Primary Function: Alkoholverpackung

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award an Sëlwer Winner in Verpackung Category

16,289

Verified Award Winner

Verify Award Status for #133952

View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Primary Function: Alkoholverpackung

Wuliang Image ass en Alkoholverpackungsdesign, dat fir eng chinesesch Baijiu-Mark entwéckelt gouf. D'Form vun der Fläsch ass vun der Moundfläsch aus der Ming-Dynastie inspiréiert, an de ronne Kierper deit op de Vollmound an d'Iddi vun der Reunioun hin. Gebogene Linnen a Wellestreifen ëmwéckelen d'Fläsch wéi Seid. De Glaskierper ass sandgestraalt an dréit en erhuewent Rosegold-Logo, während den Deckel vun der Fläsch e mattem Metallgalvaniséierungsverfahren notzt. D'Këscht ass aus mattem gëllenem Acryl mat Reliefmetall a Präegung gemaach. Déi transluzent Buedemtextur ënnerstëtzt e stabile a bequeme Grëff.

The Recognition

About the A' Design Award an Sëlwer

Wuliang Image Primary Function: Alkoholverpackung ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Wuliang Image Primary Function: Alkoholverpackung e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Wuliang Image Primary Function: Alkoholverpackung ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

Behind the Design

Press Kit

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

Unique Properties: The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng