Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro by Luo Heng

Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award Hiriwa in Hoahoa Takai Competition Category.

HiriwaTakai· 2022

Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award Hiriwa Winner in Takai 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 Te Mahi Matua: Te Kōpaki Waipiro

Ko te Wuliang Image he hoahoa kōpaki waipiro i hangaia mō tētahi waitohu Baijiu Hainamana. Ko te āhua o te pātara i whakaawehia e te pātara Marama o te Whakapaparanga Ming, ā, ko te tinana porotaka e tohu ana i te marama whero me te whakaaro o te huihuinga anō. Ko ngā raina piko me ngā tāhiwi ngaru wai e takai ana i te pātara pēnei i te hiraka. Kua whakakirikiri onepū te tinana karaihe, ā, kei runga i a ia tētahi tohu koura māwhero whakairo, i te wā e whakamahi ana te tihi o te pātara i tētahi tukanga whakawhitiwhiti whakarewa pōhehe. He acrylic koura pōhehe te pouaka, me te whakarewa whakairo me te hōhaka wera. Ko te kakano huhua o te papa e tautoko ana i te pupuri pūmau me te ngāwari.

The Recognition

About the A' Design Award Hiriwa

Ko Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Wuliang Image Te Mahi Matua: Te Kōpaki Waipiro he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

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