Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award i Sølv in Emballasjedesign Competition Category.
SølvEmballasje· 2023
Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk
by Jinhui Liang, Keyong Dong and Rui Wu
Client: Anhui Gujing Distillery Co. Ltd
A' Design Award i Sølv Winner in Emballasje Category
- 29,690
- Verified Award Winner
- Verify Award Status for #142192
The Design
About Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk
Gu30 er en flaske designet for baijiu, et tradisjonelt kinesisk brennevin. Designet viderefører produktlinjen Nianfenyuanjiang og beholder den etablerte flaskeformen og dragemotivet. Flasken er laget av sarin, et lyst og gjennomsiktig materiale, slik at den utskårne drageteksturen fremstår tydeligere og væsken inni blir lettere å se. Glass, plast, akryl og papir er brukt i emballasjen. Keiserlige elementer minner om destilleriets lange bryggetradisjon. Designet har som mål å plassere produktet i premiumsegmentet av baijiu-markedet.
The Recognition
About the A' Design Award i Sølv
Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Nianfenyuanjiang Gu3o Emballasje for alkoholholdig drikk er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
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
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