Johnnie Walker Limited Edition Geschenkverpakking by Ofen Hu

Johnnie Walker Limited Edition Geschenkverpakking by Ofen Hu is a highly esteemed winner of the very prestigious 2022 A' Design Award in Goud in Verpakkingsontwerp Competition Category.

GoudVerpakking· 2022

Johnnie Walker Limited Edition Geschenkverpakking

by Ofen Hu

Client: Diageo Foreign Wine Trading (Shanghai) Co., Ltd

A' Design Award in Goud Winner in Verpakking Category

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Verified Award Winner
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Colors

The Design

About Johnnie Walker Limited Edition Geschenkverpakking

Johnnie Walker Limited Edition is een geschenkverpakkingsontwerp voor een whiskyfles die is uitgebracht ter gelegenheid van het Midherfstfestival in China. Het Midherfstfestival is een belangrijk moment voor familiehereniging, dus de thema's zijn thuis, hereniging en emotie. Het ontwerp is geïnspireerd op de deuren en ramen van traditionele Chinese architectuur. De buitendoos opent als een dubbele deur, gesloten gehouden door een magneetknop in het midden, en onthult de fles binnenin. Orchideeën, vlinders en gelukbrengende wolken worden afgebeeld. Op de doos zijn vergulding en lasersnijden toegepast, en de fles is gezandstraald.

The Recognition

About the A' Design Award in Goud

Johnnie Walker Limited Edition Geschenkverpakking is winnaar van de A' Design Award in Goud, een immens prestigieuze erkenning die wordt toegekend aan eersteklas, schitterende en uitmuntende ontwerpen. Winnaars in Goud zijn uiterst innovatieve, zeer visionaire en glamoureus verblindende creaties die het genie, de wijsheid en de bekwaamheid van hun ontwerpers weerspiegelen. Johnnie Walker Limited Edition Geschenkverpakking wordt verwacht een zeer geprezen, trendzettende en monumentale uitvinding te zijn die ongekende waarde levert. Dit ontwerp dat de A' Design Award in Goud heeft gewonnen, is een spectaculair, gerespecteerd project dat enorm baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Johnnie Walker Limited Edition Geschenkverpakking wekt intense gevoelens van verlangen, roept passie op, moedigt creativiteit aan en fascineert ons.

Behind the Design

Press Kit

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

Unique Properties: This is a Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift. The Mid-Autumn Festival is an important festival for family reunion in China. The key words are home, reunion and emotion. Slogan is "EMOTIONS COME FROM BLUE". The design inspiration comes from the door and window in traditional Chinese architecture. The outer packaging design adopts double-door opening box, when the door is opened, you can see the home directly, expressing reunion and emotion. When the lid opened, the picture of orchids blooming in the courtyard is also similar to the "Chinese Pingfeng".
Dimensions & Packaging: Length 15cm width 11.5cm height 36cm
Tags: Whisky, Packaging, Packaging Design, JOHNNIE WALKER BLUE Lab, Mid-Autumn Festival, China, Art, Painting
Production Technology: The packaging uses gilding and excitation techniques, as well as laser cutout technology to handle the visual senses of the packaging. Sandblasting technology was used on the bottle
Design Challenge: The most difficult parts of this packaging design are the size of the windows and the hardness of the paper, which needs to be aesthetic while taking supporting and protecting function that is critical during shipping into account. During the design process, the design of the windows was repeatedly adjusted and packaging production attempts were made.
Research: In the packaging design, traditional Chinese wooden windows are used as the main vision of the outer packaging. Orchids, butterflies and Chinese auspicious clouds are the main depicting objects. Towering pavilions are built near the moon. The designer wishes to combine the auspicious cloud patterns with the lines of cake rolls, providing an unique visual experience. Blue is the brand symbol of JOHNNIE WALKER. Blue and orchids have the same pronunciation in Chinese, and are equated in the depiction. Orchids also symbolize “gentlemen” in Chinese culture since The Book of Songs is created.
Inspiration: "EMOTIONS COME FROM BLUE" comes from the Chinese idiom “blue is extracted from the indigo plant, but is bluer than it”. By creating through such themes, and adopting the culture of Mid-Autumn Festival, the designer temps to reflect how the people are becoming better and better by generation. The scene of the moonlight flattering some orchids in a courtyard is observed by looking through the gaps of the wooden windows that are traditionally built in Chinese courtyards. This helps presenting an intriguing experience of the traditional Chinese festival.
Project Duration: Started on March 17, 2021, completed in Shenzhen on April 30, 2021, entered the market in October 2021
Operation Flow: The package is opened to the left and right. There is a magnet button in the middle, which lets the package open after it is unbuttoned. Expanding the outer package reveals the inner bottle design.
Team Members: Designer: Ofen Hu
Illustrator: Chushan Chan
Curator: Aha Chan
Image Credits: Image：Diageo Foreign Wine Trading (Shanghai) Co., Ltd