Jundao Guiniang Упаковка для байцзю by Liang Chen

Jundao Guiniang Упаковка для байцзю by Liang Chen is a highly esteemed winner of the very prestigious 2023 Серебряная премия A' Design Award in Дизайн упаковки Competition Category.

СеребрянаяУпаковка· 2023

Jundao Guiniang Упаковка для байцзю

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

Серебряная премия A' Design Award Winner in Упаковка Category

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The Design

About Jundao Guiniang Упаковка для байцзю

Jundao Guiniang — дизайн упаковки для китайского крепкого напитка байцзю премиального класса. Шестигранная бутылка из белой керамики украшена традиционной китайской живописью тушью, нанесённой методом обжига эмали. Мягкое свечение рисунка напоминает горы и реки и отсылает к природной среде региона производства. Технология бронзирования тонкими слоями очерчивает рельеф местности происхождения напитка. Золотая пробка выполнена в форме личной печати и может сохраняться в качестве декоративного предмета. Дизайн выражает китайскую культуру, уважение к природе и ценность традиции.

The Recognition

About the Серебряная премия A' Design Award

Jundao Guiniang Упаковка для байцзю — лауреат Серебряной премии A' Design Award, чрезвычайно престижного признания, присуждаемого великолепным, впечатляющим проектам высочайшего уровня. Обладатели Серебряной премии — это в высшей степени блестящие и чрезвычайно творческие работы, демонстрирующие выдающийся опыт, талант и проницательность их авторов. Ожидается, что Jundao Guiniang Упаковка для байцзю станет чудесной, образцовой работой, заметно профессиональной и глубоко инновационной. Этот проект, получивший Серебряную премию A' Design Award, — весьма примечательное, вызывающее восхищение изобретение, которое приносит пользу и раздвигает границы искусства, науки, дизайна и технологий. Jundao Guiniang Упаковка для байцзю — творение, которому многие завидуют, оно пробуждает желания, дарит положительные чувства и вызывает изумление и восторг.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Taking Chinese culture as its inside information, the packing of the high-end Baijiu is featuring traditional Chinese ink painting which present the image of a wonderland while the halo effect of the painting naturally occurring, indicating the fine ecological environment of the Baijiu producing area. It is the implication of the life attitude and cultural belief of loving the country, protecting the ecology and inheriting the culture that help to enhance the cultural and artistic value of the product.
Dimensions & Packaging: Box Size: L 300mm* W 150mm * H 120mm
Bottle Size: D 75mm * H 235mm
Tags: Chinese Baijiu, Traditional Chinese ink painting, Packing Design, Gentleman, Mountains and Rivers
Production Technology: The enamel firing of ink painting applied on the hexagonal white ceramic bottle, presenting a texture of landscape picture. The bronzing process outlines the terrain of the exclusive origin of Baijiu, with layers of rolling waves, highlighting the details of the process. The image of the undulating mountains and meandering rivers are showed on the golden cap, implying a harmonious ecological environment. Designed as a personal seal, the cap can be used for gift and collection.
Design Challenge: It is the exploration and expression of the theme of the product that turns into the biggest challenge of the design, in which it is required to seek for an appropriate Chinese traditional culture to establish relationship with the product while to realize the specific conception in details and to make the differences from competitors at the same time.
Research: In addition to its quality and processing technology, the Chinese Baijiu is also related with culture, history, art, nature environment and emotion, etc. Therefore, the research direction of this project should focus on the cultural connotation and spiritual pursuit.
Inspiration: Chinese landscape painting, an unique traditional painting art in East, in which feelings of love of the country and the natural world as well as the moral belief of justice, benevolence and integrity are contained in the artistic conception and aesthetics expressed by the picture. The inspiration of the product is exactly coming from the artistic conception of this painting art, which skillfully integrate the picture of the production area in the painting and combine the cultural virtues together to highlight its cultural connotation.
Project Duration: It was began in Shanghai, China in Aug.2020 and was finished in the end of Sep. and early of Oct. 2020, then it was available on the market on Jan.10,2021.
Operation Flow: It can be better matched with art exhibitions and commemorative activities for wider spread and promotion in the form of oriental traditional art painting. The golden cap of solid modeling with image of the mountains and rivers could be used as an ornament and also a traditional seal, increasing its cultural attributes. And it is available for exclusive customization with multiple purposes of collection and gift and so on.
Team Members: Creative Director：Chen Liang
Chief Designer：Chen Liang
Finish Artist：Yang Shilang
Image Credits: Creative Director：Chen Liang