Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award an Sëlwer in Verpackungsdesign Competition Category.

SëlwerVerpackung· 2023

Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

A' Design Award an Sëlwer Winner in Verpackung Category

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Verified Award Winner
Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks

Gu30 ass eng Fläsch, déi fir Baijiu entworf gouf, e traditionelle chinesesche Schnaps. Den Design féiert d'Produktlinn Nianfenyuanjiang weider a behält déi etabléiert Fläschenform an d'Draachemotiv bäi. D'Fläsch ass aus Sarin gemaach, engem helle an transparente Material, sou datt déi geschnëtzten Draachentextur méi kloer erschéngt an d'Flëssegkeet dobanne besser ze gesinn ass. Glas, Plastik, Acryl a Pabeier ginn an der Verpackung benotzt. Keeserlech Elementer erënneren un déi laang Brautraditioun vun der Distillerie. Den Design zielt drop of, de Produkt am Premiumsegment vum Baijiu-Maart ze positionéieren.

The Recognition

About the A' Design Award an Sëlwer

Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks 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 Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks 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. Nianfenyuanjiang Gu3o Verpackung fir Alkoholesch Gedrénks 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: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Dimensions & Packaging: Width 15.4cm x Depth12cm x Height 28.5cm
Tags: Baijiu, spirit, packaging
Production Technology: glass, plastic, acrylic, paper
Design Challenge: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Research: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Duration: from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Team Members: President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu