Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging) by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging) by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 A' Design Award Qullqi Premiu in Pilluchina Kamay Competition Category.

QullqiPilluchina· 2023

Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging)

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

A' Design Award Qullqi Premiu Winner in Pilluchina 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 Machana Upyana Churana (Packaging)

Gu30 nisqaqa huk botellam, baijiu nisqa China llaqtapa ñawpa tradicional upyanapaq ruwasqa. Kay diseñoqa Nianfenyuanjiang nisqa ruwasqakunapa qatiyninmi, chaymi botellapa rikch'ayninta hinallataq amaru (dragón) siq'itapas hap'illanpuni. Botellaqa sarin nisqa k'anchaq, ch'uya materialwanmi ruwasqa, chayraykum llaqllasqa amaru siq'iqa aswan sut'ita rikukun, ukhupi hich'aypas aswan facilta qhawakun. Churananpiqa qispi (vidrio), plástico, acrílico hinaspa rapipas (papel) apaykachasqam kachkan. Inka-hina qhapaq elementokunaqa chay aqha ruwana wasipa unay wata ruwasqan yuyayninta yuyarichin. Kay diseñoqa baijiu qhatupi aswan sumaq, chaninchasqa (premium) t'aqaman kay ruwasqata churayta munan.

The Recognition

About the A' Design Award Qullqi Premiu

Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging) A' Design Award Qullqi Premiu mishak kan, ancha jatun yupaychay, kayta hanak, sumak shinallatak mancharina diseñukunaman kun. Qullqi mishak kashkakunaka ancha achikyaska shinallatak ancha mushuk ruraykunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging) ruray yachak, ñawpak shinallatak mushuk yuyayta charik sumak rurashka kanata munanku. Kay Qullqi Premiu japishka diseñuka ancha riksishka shinallatak yupaychashka yuyay kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Nianfenyuanjiang Gu3o Machana Upyana Churana (Packaging) achka runakunapak munashka rurashka kan, munayta kallarichin, alli yuyaykunata kun shinallatak mancharichin.

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