Mingluye Fungsi Utama Bungkusan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Fungsi Utama Bungkusan Minuman Beralkohol by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 A' Design Award Gangsa in Reka Bentuk Pembungkusan Competition Category.

GangsaPembungkusan· 2021

Mingluye Fungsi Utama Bungkusan Minuman Beralkohol

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

A' Design Award Gangsa Winner in Pembungkusan Category

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Verified Award Winner

Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Fungsi Utama Bungkusan Minuman Beralkohol

Teks Buku: Mingluye ialah reka bentuk bungkusan untuk baijiu, sejenis minuman keras tradisional China yang diperbuat terutamanya daripada kacang hijau. Bentuk botol diilhamkan daripada kacang hijau, yang juga digunakan sebagai bahan perubatan tradisional China. Jalur menegak berwarna putih pada botol mengingatkan kita kepada tunas kacang dan melambangkan kehidupan baharu. Badan botol ditimbulkan dengan corak daun, batang dan buah kacang hijau, manakala penutupnya mempunyai tekstur tanah semula jadi. Kotak luar diperbuat daripada kertas khas dengan kesan perang (bronzing) dan timbul (embossing). Reka bentuk bungkusan dikekalkan ringkas bagi menghadkan penggunaan bahan.

The Recognition

About the A' Design Award Gangsa

Mingluye Fungsi Utama Bungkusan Minuman Beralkohol ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Mingluye Fungsi Utama Bungkusan Minuman Beralkohol diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Mingluye Fungsi Utama Bungkusan Minuman Beralkohol memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang