Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award in Zilver in Verpakkingsontwerp Competition Category.

ZilverVerpakking· 2023

Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

A' Design Award in Zilver Winner in Verpakking Category

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Verified Award Winner
Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank

Gu30 is een fles ontworpen voor baijiu, een traditionele Chinese sterke drank. Het ontwerp zet de productlijn Nianfenyuanjiang voort en behoudt de gevestigde flesvorm en het drakenmotief. De fles is gemaakt van surlyn, een helder en transparant materiaal, waardoor de gegraveerde drakentextuur duidelijker zichtbaar is en de vloeistof binnenin beter te zien is. In de verpakking worden glas, kunststof, acryl en papier gebruikt. Keizerlijke elementen verwijzen naar de lange brouwgeschiedenis van de distilleerderij. Het ontwerp heeft als doel het product te positioneren in het premiumsegment van de baijiu-markt.

The Recognition

About the A' Design Award in Zilver

Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank 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. Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank 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. Nianfenyuanjiang Gu3o Verpakking voor Alcoholische Drank 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: 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