Lidu Sorghum Baijiu Sterkedrankverpakking by Wen Liu and Bo Zheng

Lidu Sorghum Baijiu Sterkedrankverpakking by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award in IJzer in Verpakkingsontwerp Competition Category.

IJzerVerpakking· 2020

Lidu Sorghum Baijiu Sterkedrankverpakking

by Wen Liu and Bo Zheng

Client: Shenzhen Oracle Creative Design Co., Ltd

A' Design Award in IJzer Winner in Verpakking Category

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Verified Award Winner

Verify Award Status for #89771

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lidu Sorghum Baijiu Sterkedrankverpakking

Lidu Sorghum Baijiu is een verpakkingsontwerp voor een Chinese sorghum-baijiu. De fles is gemaakt van kristalglas, gespoten in het groen, en het flesetiket en halsetiket zijn van verouderd speciaal papier. De dop combineert metaal en kunststof, terwijl de buitendoos is vervaardigd van zwart speciaal papier met gouden en zwarte patronen. De verpakking meet 70 mm in lengte, 70 mm in breedte en 260 mm in hoogte. De vorm is gebaseerd op het oorspronkelijke flesprototype en volgt een hedendaagse minimalistische stijl. Vereenvoudigde materialen verminderen afval en sluiten aan bij de smaak van jongere consumenten.

The Recognition

About the A' Design Award in IJzer

Lidu Sorghum Baijiu Sterkedrankverpakking 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. Lidu Sorghum Baijiu Sterkedrankverpakking 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. Lidu Sorghum Baijiu Sterkedrankverpakking 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: Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
Dimensions & Packaging: The packaging size is 70mm in length, 70mm in width and 260mm.
Tags: Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
Production Technology: The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
Design Challenge: It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
Research: In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
Inspiration: The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
Project Duration: The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
Operation Flow: This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018