Jincaitou Primaire Functie: Baijiu-verpakking by Yiyang Liu

Jincaitou Primaire Functie: Baijiu-verpakking by Yiyang Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award in Zilver in Verpakkingsontwerp Competition Category.

ZilverVerpakking· 2021

Jincaitou Primaire Functie: Baijiu-verpakking

by Yiyang Liu

Client: Gui Brewery Co., Ltd.

A' Design Award in Zilver Winner in Verpakking Category

24,820

Verified Award Winner

Verify Award Status for #117381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jincaitou Primaire Functie: Baijiu-verpakking

Jincaitou is een verpakkingsontwerp voor een serie Chinese baijiu-sterkedranken. De dop is gemaakt van materiaal van voedselkwaliteit, en het patroon combineert moderne decalprint met traditionele emailleertechnieken. De voorzijde van de verpakking toont een dansende leeuw, een jade ruyi en een ekster, drie motieven die in de Chinese cultuur worden geassocieerd met geluk. De achterzijde toont geschilderde taferelen van het productieproces van de drank, van voeden en koken tot fermenteren en distilleren. De verpakking meet 105 bij 105 bij 260 millimeter en maakt gebruik van moderne productiemethoden die de kosten laag houden.

The Recognition

About the A' Design Award in Zilver

Jincaitou Primaire Functie: Baijiu-verpakking is winnaar van de A' Design Award in Zilver, een buitengewoon prestigieuze erkenning die wordt toegekend aan topontwerpen die prachtig en indrukwekkend zijn. Winnaars in Zilver zijn enorm briljante en uiterst creatieve werken die de uitmuntende expertise, het talent en de scherpzinnigheid van hun ontwerpers illustreren. Jincaitou Primaire Functie: Baijiu-verpakking wordt verwacht een prachtig paradepaardje te zijn dat opmerkelijk professioneel en diepgaand innovatief is. Dit ontwerp dat de A' Design Award in Zilver heeft gewonnen, is een hoogst opmerkelijke, bewonderde uitvinding die baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Jincaitou Primaire Functie: Baijiu-verpakking is een zeer benijde creatie die verlangens oproept, positieve gevoelens brengt en verbazing en verwondering doet ontvlammen.

Behind the Design

Press Kit

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

Unique Properties: The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
Production Technology: 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.
Design Challenge: The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
Inspiration: In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.
Project Duration: This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
Operation Flow: Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
Team Members: Yiyang Liu