Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking by Tiger Pan

Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking by Tiger Pan is a highly esteemed winner of the very prestigious 2022 A' Design Award in Zilver in Verpakkingsontwerp Competition Category.

ZilverVerpakking· 2022

Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking

by Tiger Pan

Client: Jiugui Liquor Co., Ltd

A' Design Award in Zilver Winner in Verpakking Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking

Treasured Brew of the Cave is een verpakkingsontwerp voor Chinese baijiu. De klassieke zakflesvorm blijft behouden, met een touw dat rond de hals is gewikkeld, terwijl het materiaal is veranderd van porselein naar glas. Het glasoppervlak voegt glans en textuur toe en onderscheidt de fles van de keramische verpakkingen die door andere merken worden gebruikt. In de bodem is een berg gegraveerd in een oude Chinese tekenstijl om het concept van grotopslag uit te drukken, een methode die al lange tijd door het Miao-volk wordt gebruikt. De fles blijft schoon en transparant, met het cijfer zes in reliëf erop aangebracht.

The Recognition

About the A' Design Award in Zilver

Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking 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. Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking 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. Treasured Brew of the Cave Primaire Functie: Baijiu-flesverpakking 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: Dongzang is a special storage method in Chinese baijiu. The distilled high-quality baijiu is stored in the Miao cave of Wenrun Supermarket for a long time before bottling. The sack bottle shape of JiuguiJiu has a strong impression in China. Our challenge here is to retain the important characteristics of sack bottles while conforming to contemporary aesthetics, surpassing consumer expectations.
Dimensions & Packaging: Bottle size: Width98mm x Depth98mm x Height195mm
Wine box size: Width135mm x Depth135mm x Height300mm
Tags: Chinese Baijiu, Embossment, Bottle, High End, Tiger Pan
Production Technology: The glass material will differentiate the wine from its competitive brands, who are normally packed in ceramics. Bottled in glass, the gloss and texture is upgraded on the surface. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time. With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded.
Design Challenge: With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded.
Research: While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important.
Inspiration: Treasured Brew of the Cave
Known widely, the previous designer now ages 97. His design has been a classic for the past 4 decades, causing a dilemma for brand owners to carry out anything new. We chose to keep the original shape of the bottle, whose neck is rounded with rope, yet material is changed from porcelain to glass. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time.
Project Duration: The project was done within 3 months. The design is finished in Shenzhen, production in Xiangxi City, Hunan Province.
Operation Flow: How to save consumer's effort to look for an ideal product is the key challenge of this case. A distinctive symbol, a bright color, an explicit layout of info and a unitive serial system of package will help Wellmind to solve the problem, where consumers are able to recognize and pick up the products from far away.While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important.
Team Members: Creative Director: Tiger Pan
Graphic Design: Qian Chi
Image Editing: Juanjuan Wu
Image Editing: Sijia Liu
Technical Direction: Zhangkun Xie
Image Credits: Image #No 1: Photographer Juanjuan Wu
Image #No 2: Photographer Juanjuan Wu
Image #No 3: Photographer Juanjuan Wu
Image #No 4: Photographer Juanjuan Wu
Image #No 5: Photographer Juanjuan Wu