Gujinggong Sterke Drank by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 A' Design Award in Goud in Verpakkingsontwerp Competition Category.
GoudVerpakking· 2020
Gujinggong Sterke Drank
Client: Yuto
A' Design Award in Goud Winner in Verpakking Category
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- Verified Award Winner
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The Design
About Gujinggong Sterke Drank
De culturele verhalen die door de mensen zijn overgeleverd, worden op de verpakking gepresenteerd en de patronen van drakendrinken worden zorgvuldig getekend. De draak wordt gerespecteerd in China en symboliseert voorspoed. In de illustratie komt de Draak naar buiten om te drinken. Omdat het wordt aangetrokken door wijn, zweeft het rond de wijnfles en voegt het traditionele elementen toe zoals Xiangyun, paleis, berg en rivier, wat de legende van Gujing eerbetoon bevestigt. Na het openen van de doos, zal er een laag kaartpapier met illustraties zijn om de doos na opening het algehele weergave-effect te geven.
The Recognition
About the A' Design Award in Goud
Gujinggong Sterke Drank 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. Gujinggong Sterke Drank 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. Gujinggong Sterke Drank 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
- Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
- Dimensions & Packaging
- Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
- Tags
- Liquor, tradition， Folk tradition，Illustration，nongovernmental
- Production Technology
- This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
- Design Challenge
- Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
- Research
- Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
- Inspiration
- In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
- Project Duration
- The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
- Operation Flow
- The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
- Team Members
- Designer：CHENG TIAN SHENG
3D：YAO QI QIANG
Engineer：ZHANG HUA MING
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