Family Series Te Take Matua: Te Whakakii Baijiu by Mason Wang

Family Series Te Take Matua: Te Whakakii Baijiu by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2021

Family Series Te Take Matua: Te Whakakii Baijiu

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award Parahi Winner in Takai Category

12,291

Verified Award Winner

Verify Award Status for #117380

View at A' Design Award Press Release Award Badge

Colors

The Design

About Family Series Te Take Matua: Te Whakakii Baijiu

Ko te Tuhinga Pukapuka: Ko te Family Series he hoahoa whakakii mō te Baijiu reka maotai, i hangaia mō ngā huihuinga nui e whā o te oranga i roto i te ahurea tuku iho o Haina: te marena, te whānautanga, te rā whānau me te whakarewatanga mahi. Kei ia whakakii te tae whero me te kōura, he tae e hono ana ki te whakanui me te rangatiratanga. Kei roto i ngā tauira te luan me te feng mō te marena, te kylin mō ngā tamariki, te carp me te taniwha kōura mō te whakarewatanga mahi, me te pine me te kārehu mā mō te oranga roa. Ko ngā wāhanga whakapaipai o te ipu he konumohau konukura (zinc alloy) kua whakarewahia, me tētahi āhuatanga anga, ā, kua paninihia ki te kōura. Ko te ūpoko e rua ōna wāhanga ka pakaru i te wā e wetekina ai, hei āwhina ki te ārai i te hanga tinihanga.

The Recognition

About the A' Design Award Parahi

Ko Family Series Te Take Matua: Te Whakakii Baijiu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Family Series Te Take Matua: Te Whakakii Baijiu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Family Series Te Take Matua: Te Whakakii Baijiu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

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

Unique Properties: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd