Zhanggong Times Alcoholverpakking by Wen Liu

Zhanggong Times Alcoholverpakking by Wen Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award in IJzer in Verpakkingsontwerp Competition Category.

IJzerVerpakking· 2021

Zhanggong Times Alcoholverpakking

by Wen Liu

Client: Jiangxi Zhanggong Liquor Co., Ltd

A' Design Award in IJzer Winner in Verpakking Category

16,802

Verified Award Winner

Verify Award Status for #112289

View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhanggong Times Alcoholverpakking

Zhanggong Times is een verpakkingsontwerp voor een Baijiu geproduceerd in de provincie Jiangxi, China. De fles is gemaakt van keramiek met decoratieve bakwerk. De voorzijde van de doos gebruikt geplooid papier, en het hoofdlogo is geplaatst op een metalen plaat. Het ontwerp is geïnspireerd op Ganzhou, bekend als geboorteplaats van de rode cultuur. Rood wordt gebruikt als symbolische kleur en is gecombineerd met ondersteunende grafische elementen. Een rustige illustratie toont regionale geografische en historische elementen, waaronder de Gan-rivier. De verpakking meet 160 bij 120 bij 330 millimeter.

The Recognition

About the A' Design Award in IJzer

Zhanggong Times Alcoholverpakking is winnaar van de A' Design Award in IJzer, een prestigieuze erkenning die wordt toegekend aan goede ontwerpen die voldoen aan de professionele en industriële eisen die worden verwacht van goed ontworpen creaties. Winnaars in IJzer tonen grote vaardigheid, hoge specialisatie, deskundig inzicht en het creatieve vermogen van hun makers. Zhanggong Times Alcoholverpakking wordt verwacht een hooggewaardeerde, bewonderde en gekoesterde creatie te zijn die praktisch en innovatief is. Dit ontwerp dat de A' Design Award in IJzer heeft gewonnen, integreert de beste praktijken uit de sector en heeft bekwame technische kenmerken die verbonden zijn met knowhow en talent. Zhanggong Times Alcoholverpakking wordt gerespecteerd om zijn grondigheid en is ontworpen om verbeteringen van de levenskwaliteit te bieden die helpen de wereld een betere plek te maken.

Behind the Design

Press Kit

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

Unique Properties: Zhanggong decides to create a good Baijiu based on Gan-flavor which truly represents Jiangxi province, also determines to dedicate it to the world, by naming it after the great "time". This is not only the mission and spirit of Zhanggong, but also the origin of "Zhanggong Times".
Dimensions & Packaging: 160mm*120mm*330mm
Tags: crafts, Baijiu, spirit, packaging, art, Zhanggong, cellar
Production Technology: Adopting special craftsmanship with goffered paper on the front of the package, and a metal plate for the main logo. For the material of bottle is made of ceramic with decorating firing.
Design Challenge: "Zhanggong Times" originates from Jiangxi province which full of fertile soil and red culture. In order to express the association between Jiangxi and the product. Visually, from the color to the bottle body, it is necessary to have a strong visual memory point. In response to this problem, red is definitely not traditional red when it is presented, but a symbolic combination of colors and auxiliary graphics. Also by extracting illustration elements of Jiangxi's geographical, historical and cultural symbols to evoke empathy from customers.
Research: In the early morning of August 1, 1927, a gunshot broke the silence of Nanchang City, which fired the first shot of the Chinese revolution.It represents the establishment of Chinese first revolutionary army.Since then, the People’s Liberation Army has become the guardian of the Chinese nation, guarding them to usher in great era of today. On the occasion of the Army Day on August 1, 2020, considering from the future sustainability of the company to the product gradient ductility, designers have designed this commemorative Baijiu with epoch-making significance. The final design extracts concrete colors and symbols from abstract document elements which expresses the genes of the brand and historical symbols.
Inspiration: Ganzhou, once a shining red medal inlaid on the People Republic of China，also a spiritual totem of historical time. Designers create the "time medal" under this inspiration. Color is an abstract symbol of an era. So, designers take the birthplace of red culture as the inspiration, by reinterpreting red to pay tribute to both time and its witnesses and participants. In order to highlight the regional characteristics of the ZHANGGONG TIMES, we have drawn a quiet and beautiful illustration.
Project Duration: The project started in May 2020 and finished in August 2020 in Shenzhen.
Operation Flow: Designers care about the future development of the brand, so they re-push the vision back to Jiangxi. During those hard years, people provided fertile soil and space for the country selflessly only wishing for peaceful future. Through auxiliary elements, the mother river of Jiangxi-the Gan River, and the red homeland-Ruijin, it can carry the mark of history. In terms of product presentation, it was directly named "Zhanggong Times" to become an easy-to-remember brand, and also to explore the meaning behind the times.
Team Members: Designer:Wen Liu, Designer:Yong Deng and Designer:Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Zhanggong Times, 2020.
Image #1: Creator Yong Deng, Zhanggong Times, 2020.
Image #1: Creator Weijie Kang, Zhanggong Times, 2020.
Image #1: Photographer Li Chen, Zhanggong Times, 2020.