The Drum of Heaven and Earth मद्यसंवेष्टनम् by Hai Zhu is a highly esteemed winner of the very prestigious 2024 A' Design Award लौहपुरस्कारः in संवेष्टन अभिकल्पना Competition Category.
लौहम्संवेष्टनम्· 2024
The Drum of Heaven and Earth मद्यसंवेष्टनम्
by Hai Zhu
Client: Shanxi Fenyangwang Wine Industry Co., Ltd.
A' Design Award लौहपुरस्कारः Winner in संवेष्टनम् Category
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The Design
About The Drum of Heaven and Earth मद्यसंवेष्टनम्
स्वर्गपृथ्वीडमरुः इति नाम्ना अयं संवेष्टनविन्यासः पञ्चविंशतिकिलोग्राम-परिमितस्य चीनदेशीय-बाइजिउ-मद्यस्य कलशरूपेण निर्मितः अस्ति। आकृतिः प्राचीनयुद्धडमरुं सदृशी वर्तते, या तांगवंशस्य गुओ त्सेयि-सेनापतेः डमरुभ्यः प्रेरिता। उन्नतशिल्पेन निर्मिताः ड्रैगनाः पिक्षवश्च, चीनदेशीयपरम्परायाः मङ्गलप्राणिनः, लिपिकलया सह त्रिविमशिल्परूपेण संयुक्ताः सन्ति, यत् हस्तेन स्पर्शनीयम्। स्वर्णलेपनम् उन्नतशिल्पं च पृष्ठभागे समृद्धं गठनं ददाति। उभयतः स्थिताः डमरुदण्डाः पात्ररूपेण उपयोक्तुं शक्यन्ते, तेन मद्यं सहभागितुं शक्यते। संवेष्टनस्य परिमाणं ५६५ × २०९ × ७४२ मिलिमीटर्।
The Recognition
About the A' Design Award लौहपुरस्कारः
The Drum of Heaven and Earth मद्यसंवेष्टनम् A' Design Award लौहपुरस्कारस्य विजेता अस्ति; इदं प्रतिष्ठितं मान्यताप्रदानं तेभ्य उत्तमेभ्योऽभिकल्पेभ्यो दीयते ये सुनिर्मितेभ्यः सृष्टिभ्योऽपेक्षिताः व्यावसायिकीः औद्योगिकीश्चावश्यकताः पूरयन्ति। लौहविजेतारः स्वनिर्मातॄणां महत् कौशलम्, उच्चां विशेषज्ञताम्, विशेषज्ञोचितां बोधशक्तिं सृजनसामर्थ्यं च प्रदर्शयन्ति। The Drum of Heaven and Earth मद्यसंवेष्टनम् अत्यन्तं मूल्यवती प्रशंसिता प्रिया च सृष्टिर्व्यावहारिका नवोन्मेषयुक्ता च भविष्यतीति प्रत्याशा क्रियते। A' Design Award लौहपुरस्कारं जितवद् एतद् अभिकल्पकार्यम् उद्योगस्य श्रेष्ठतमाः पद्धतीः समन्वयति ज्ञानेन प्रतिभया च संयुक्तानि सक्षमप्राविधिकलक्षणानि च धारयति। The Drum of Heaven and Earth मद्यसंवेष्टनम् स्वसूक्ष्मसमीक्षायाः कारणाद् आद्रियते जीवनस्तरसुधारम् अर्पयितुं च निर्मितम् अस्ति, यद् विश्वम् उत्तमतरं स्थानं कर्तुं साहाय्यं करोति।
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value.
- Dimensions & Packaging
- product dimensions, 565 mm x 209 mm x 742 mm
- Tags
- Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor
- Production Technology
- Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways.
- Design Challenge
- The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand.
- Research
- The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect.
- Inspiration
- Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture.
- Project Duration
- This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.
- Operation Flow
- The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation.
- Team Members
- Hai Zhu
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