Mingluye Упаковка алкогольного напитка by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Бронзовая премия A' Design Award in Дизайн упаковки Competition Category.
БронзоваяУпаковка· 2021
Mingluye Упаковка алкогольного напитка
by Wen Liu, Bo Zheng and Weijie Kang
Client: Anhui Mingguang Liquor Co., Ltd
Бронзовая премия A' Design Award Winner in Упаковка Category
- 19,238
- Verified Award Winner
- Verify Award Status for #119677
The Design
About Mingluye Упаковка алкогольного напитка
Mingluye — это дизайн упаковки для байцзю, традиционного китайского крепкого напитка, изготавливаемого преимущественно из маша. Форма бутылки вдохновлена зерном маша, который также используется в китайской медицине. Белые вертикальные полосы на бутылке напоминают зародыш боба и символизируют новую жизнь. Корпус бутылки украшен рельефным узором из листьев, стеблей и плодов маша, а колпачок имеет фактуру натуральной земли. Внешняя коробка выполнена из специальной бумаги с бронзированием и тиснением. Упаковка сохранена лаконичной, чтобы ограничить расход материалов.
The Recognition
About the Бронзовая премия A' Design Award
Mingluye Упаковка алкогольного напитка — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Mingluye Упаковка алкогольного напитка станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Mingluye Упаковка алкогольного напитка прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
- Dimensions & Packaging
- 130mm*100mm*280mm
- Tags
- Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
- Production Technology
- The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
- Design Challenge
- This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
- Research
- In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
- Inspiration
- The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
- Project Duration
- The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
- Operation Flow
- During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
- Team Members
- Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
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