Martial Essence In Brew Упаковка для крепкого алкоголя by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 Бронзовая премия A' Design Award in Дизайн упаковки Competition Category.
БронзоваяУпаковка· 2024
Martial Essence In Brew Упаковка для крепкого алкоголя
by Zhejiang Sci-Tech University
Client: Zhejiang Sci-Tech University
Бронзовая премия A' Design Award Winner in Упаковка Category
Verified Award Winner
Verify Award Status for #154615The Design
About Martial Essence In Brew Упаковка для крепкого алкоголя
«Боевой дух в вине» — дизайн упаковки для Лаоцзюхань, дистиллированного крепкого напитка из уезда Юнцзя, город Вэньчжоу. Главным визуальным элементом стало местное боевое искусство — «Южный кулак Фэнлинь». Золотые линии очерчивают шесть классических движений, а название продукта выполнено размашистой каллиграфией. Узор в виде капли под последним иероглифом отсылает к процессу дистилляции. Бутылка имеет чёрное матовое покрытие и золотистую металлическую крышку. На бутылке и крышке выгравирован орнамент с горами и реками, который придаёт изделию региональный характер и обеспечивает противоскользящий захват. Объём бутылки — 500 миллилитров.
The Recognition
About the Бронзовая премия A' Design Award
Martial Essence In Brew Упаковка для крепкого алкоголя — 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 Martial Essence In Brew Упаковка для крепкого алкоголя 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. Martial Essence In Brew Упаковка для крепкого алкоголя 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
- A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
- Dimensions & Packaging
- Bottle: 500ml
- Tags
- Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
- Production Technology
- The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
- Design Challenge
- In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
- Research
- After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
- Inspiration
- The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
- Project Duration
- The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
- Operation Flow
- The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
- Team Members
- Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang
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