Wuliang Image Primary Function: Ipakitse ry'Inzoga by Luo Heng

Wuliang Image Primary Function: Ipakitse ry'Inzoga by Luo Heng is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.

IfezaIpaki· 2022

Wuliang Image Primary Function: Ipakitse ry'Inzoga

by Luo Heng

Client: Laboratory and Hopeful

Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Wuliang Image Primary Function: Ipakitse ry'Inzoga

Wuliang Image ni igishushanyo mbonera cy'ipakitse ry'inzoga cyakorewe ikirango cy'inzoga y'Abashinwa yitwa Baijiu. Imiterere y'icupa yakuye ubwoba ku cupa ry'Ukwezi ryo mu gihe cy'ingoma ya Ming, kandi umubiri wacyo uzengurutse werekana ukwezi kuzuye n'igitekerezo cyo kongera guhurira hamwe. Imirongo igoramye n'imistari y'imiraba y'amazi bikikije icupa nk'urudodo rw'ipfundo. Umubiri wa cyo w'ikirahure watunganyijwe hakoreshejwe umucanga kandi ufite ikirango cyunamitse cy'ubwoba bwa rose gold, mu gihe hejuru y'icupa hakoreshejwe uburyo bwo gushyiraho ibyuma bidasa. Agasanduku kakozwe muri acrylic ya zahabu itagaragara neza ifite ibyuma byunamitse n'ishushanya rikoreshejwe ubushyuhe. Isura yo hasi igaragara igice runaka ituma ufata icupa neza kandi mu buryo bworoshye.

The Recognition

About the Igihembo cya A' Design Award cya Ifeza

Wuliang Image Primary Function: Ipakitse ry'Inzoga ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Wuliang Image Primary Function: Ipakitse ry'Inzoga biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Wuliang Image Primary Function: Ipakitse ry'Inzoga ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Behind the Design

Press Kit

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

Unique Properties: The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.
Dimensions & Packaging: The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.
Tags: Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.
Design Challenge: This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.
Research: Research type: liquor packaging design;
Research goal: to give Wuliang Group a new cultural character;
Research direction: integrating oriental culture and modern culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.
Inspiration: The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.
Project Duration: The project started in September 2021 in Torino and finished.
Operation Flow: For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.
Team Members: Luo Heng
Image Credits: Luo Heng