Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award Basi in Desain Kamasan Competition Category.
BasiKamasan· 2020
Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras
Client: Shenzhen Oracle Creative Design Co., Ltd
A' Design Award Basi Winner in Kamasan Category
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- Verified Award Winner
- Verify Award Status for #89771
The Design
About Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras
Teks Buku: Lidu Sorghum Baijiu adolah rancangan kemasan untuak minuman keras sorghum khas Tiongkok. Botolnyo dibuek dari kaco kristal nan disemprot warna hijau, sedangkan label botol jo label lihia manggunokan kertas khusus nan diberi kesan tuo. Tutuiknyo mangabuangkan logam jo plastik, samantaro kotak lua dibuek dari kertas khusus warna hitam jo motif ameh jo hitam. Ukuran kemasan iko adolah 70 mm panjang, 70 mm lebar, sarato 260 mm tinggi. Bantuaknyo baraso dari prototipe botol asli sarato mangikuik gaya minimalis kontemporer. Bahan nan disederhanoan iko mangurangi pemborosan sarato sasuai jo salera konsumen mudo.
The Recognition
About the A' Design Award Basi
Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras adolah pamenang A' Design Award Basi, sabuah pangakuan nan bapresti nan dibarikan ka rancangan nan elok nan mamanuhi kaparluan profesional jo industri nan dipaokan dari ciptaan nan dirancang jo elok. Pamenang Basi mamparlihatkan kamahiran nan gadang, spesialisasi nan tinggi, pamahaman pakar jo kapasitas kreatif panciptanyo. Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras dipaokan manjadi ciptaan nan sangaik dihormati, dikagumi jo disayangi, nan praktis jo inovatif. Rancangan nan manang Basi iko mamasukkan praktik tabaik industri jo punyo ciri teknis nan cakap nan bapautan jo ilimu jo bakaik. Lidu Sorghum Baijiu Fungsi Utamo: Kemasan Minuman Keras dihormati karano katalitiannyo jo dirancang untuak maningkekkan kualitas hiduik jo mambantu manjadikan dunia tampek nan labiah elok.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
- Dimensions & Packaging
- The packaging size is 70mm in length, 70mm in width and 260mm.
- Tags
- Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
- Production Technology
- The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
- Design Challenge
- It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
- Research
- In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
- Inspiration
- The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
- Project Duration
- The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
- Operation Flow
- This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
- Team Members
- Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang - Image Credits
- Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018
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