Treasured Brew of the Cave Primary Function: ᱵᱟᱭᱡᱤᱩ ᱵᱚᱛᱚᱞ ᱯᱮᱠᱮᱡᱤᱝ by Tiger Pan is a highly esteemed winner of the very prestigious 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Treasured Brew of the Cave Primary Function: ᱵᱟᱭᱡᱤᱩ ᱵᱚᱛᱚᱞ ᱯᱮᱠᱮᱡᱤᱝ
by Tiger Pan
Client: Jiugui Liquor Co., Ltd
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
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About Treasured Brew of the Cave Primary Function: ᱵᱟᱭᱡᱤᱩ ᱵᱚᱛᱚᱞ ᱯᱮᱠᱮᱡᱤᱝ
Book Text: ᱜᱟᱲᱟᱨᱮᱭᱟᱜ ᱛᱷᱟᱯᱚᱱ ᱟᱠᱟᱱ ᱵᱨᱤᱣ ᱫᱚ ᱪᱤᱱᱟ ᱵᱟᱭᱡᱤᱩ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱠᱞᱟᱥᱤᱠ ᱵᱚᱨᱟ ᱵᱚᱛᱚᱞ ᱟᱠᱟᱨ ᱫᱚ ᱫᱚᱦᱚ ᱟᱠᱟᱱᱟ, ᱦᱚᱛᱚᱜᱨᱮ ᱢᱤᱫᱴᱟᱝ ᱵᱟᱨ ᱜᱮᱲᱮ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱡᱤᱱᱤᱥ ᱫᱚ ᱯᱚᱨᱥᱮᱞᱮᱱ ᱠᱷᱚᱱ ᱠᱟᱪᱽ ᱛᱮ ᱵᱚᱫᱚᱞ ᱟᱠᱟᱱᱟ ᱾ ᱠᱟᱪᱽ ᱵᱟᱦᱨᱮ ᱫᱚ ᱪᱟᱠᱪᱟᱠᱟᱣ ᱟᱨ ᱴᱮᱠᱥᱪᱚᱨ ᱦᱟᱛᱟᱣᱟ ᱟᱨ ᱵᱚᱛᱚᱞ ᱫᱚ ᱮᱴᱟᱜ ᱵᱨᱟᱸᱰ ᱠᱚᱣᱟᱜ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱ ᱥᱮᱨᱟᱢᱤᱠ ᱯᱮᱠᱮᱡᱤᱝ ᱠᱷᱚᱱ ᱟᱞᱜᱟ ᱚᱰᱚᱠᱟ ᱾ ᱜᱟᱰᱟ ᱫᱷᱚᱨᱮ ᱫᱚᱦᱚ ᱨᱮᱭᱟᱜ ᱠᱚᱱᱥᱮᱯ ᱩᱫᱩᱜ ᱞᱟᱹᱜᱤᱫ ᱛᱟᱞᱟᱨᱮ ᱢᱤᱫᱴᱟᱝ ᱵᱩᱨᱩ ᱫᱚ ᱢᱟᱨᱟᱝ ᱪᱤᱱᱟ ᱰᱨᱟᱣᱤᱝ ᱥᱴᱟᱭᱤᱞ ᱛᱮ ᱠᱷᱚᱰᱟ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱢᱤᱭᱟᱣ ᱦᱚᱲ ᱠᱚ ᱡᱟᱹᱲᱩᱫ ᱠᱷᱚᱱ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱫᱟ ᱢᱤᱫ ᱛᱚᱨᱤᱠᱟ ᱠᱟᱱᱟ ᱾ ᱵᱚᱛᱚᱞ ᱫᱚ ᱥᱟᱯᱷᱟ ᱟᱨ ᱛᱨᱟᱱᱥᱯᱟᱨᱮᱱᱴ ᱛᱟᱦᱮᱸᱱᱟ, ᱚᱱᱟᱨᱮ ᱛᱩᱨᱩᱭ ᱞᱮᱠᱷᱟ ᱮᱢᱵᱚᱥ ᱟᱠᱟᱱᱟ ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Treasured Brew of the Cave Primary Function: ᱵᱟᱭᱡᱤᱩ ᱵᱚᱛᱚᱞ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Treasured Brew of the Cave Primary Function: ᱵᱟᱭᱡᱤᱩ ᱵᱚᱛᱚᱞ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Dongzang is a special storage method in Chinese baijiu. The distilled high-quality baijiu is stored in the Miao cave of Wenrun Supermarket for a long time before bottling. The sack bottle shape of JiuguiJiu has a strong impression in China. Our challenge here is to retain the important characteristics of sack bottles while conforming to contemporary aesthetics, surpassing consumer expectations.
- Dimensions & Packaging
- Bottle size: Width98mm x Depth98mm x Height195mm
Wine box size: Width135mm x Depth135mm x Height300mm - Tags
- Chinese Baijiu, Embossment, Bottle, High End, Tiger Pan
- Production Technology
- The glass material will differentiate the wine from its competitive brands, who are normally packed in ceramics. Bottled in glass, the gloss and texture is upgraded on the surface. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time. With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded.
- Design Challenge
- With two emphases highlighted, the bottle is left clean and transparent, with the number 6 embedded.
- Research
- While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important.
- Inspiration
- Treasured Brew of the Cave
Known widely, the previous designer now ages 97. His design has been a classic for the past 4 decades, causing a dilemma for brand owners to carry out anything new. We chose to keep the original shape of the bottle, whose neck is rounded with rope, yet material is changed from porcelain to glass. Drawn in ancient Chinese way, a mountain is carved on the bottom to elaborate visually the concept of cave storage. Chinese Miao Minority has been storing alcohol in that way for a long time. - Project Duration
- The project was done within 3 months. The design is finished in Shenzhen, production in Xiangxi City, Hunan Province.
- Operation Flow
- How to save consumer's effort to look for an ideal product is the key challenge of this case. A distinctive symbol, a bright color, an explicit layout of info and a unitive serial system of package will help Wellmind to solve the problem, where consumers are able to recognize and pick up the products from far away.While it is deeply rooted in the hearts of the people, it also makes it difficult for new changes. Today, the brand image of JiuGuiJiu needs to be presented to consumers in a contemporary aesthetic. The upgrade of the sack bottles is particularly important.
- Team Members
- Creative Director: Tiger Pan
Graphic Design: Qian Chi
Image Editing: Juanjuan Wu
Image Editing: Sijia Liu
Technical Direction: Zhangkun Xie - Image Credits
- Image #No 1: Photographer Juanjuan Wu
Image #No 2: Photographer Juanjuan Wu
Image #No 3: Photographer Juanjuan Wu
Image #No 4: Photographer Juanjuan Wu
Image #No 5: Photographer Juanjuan Wu
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