Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu by Tiger Pan

Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu by Tiger Pan is a highly esteemed winner of the very prestigious 2022 A' Design Award Ario in Mamanu Afifi Competition Category.

ArioAfifi· 2022

Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu

by Tiger Pan

Client: Jiugui Liquor Co., Ltd

A' Design Award Ario Winner in Afifi Category

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Verified Award Winner

Verify Award Status for #130922

View at A' Design Award Press Release Award Badge

Colors

The Design

About Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu

Tusitusiga: O le "Treasured Brew of the Cave" o se mamanu afifi mo le baijiu Saina. O loo tumau pea le foliga masani o le fagu ta'ai, ma se maea ua ta'ai i le ua o le fagu, a'o suia le mea faitino mai le omea i le tioata. O le ea o le tioata e fa'aopoopoina ai le iila ma le tama'ita'i ma fa'aeseese ai le fagu mai afifiga omea o loo fa'aaogaina e isi ituaiga. O loo togitogi se mauga i le fa'avae i se sitaili tusiata anamua a Saina e fa'aali ai le manatu o le teuina i totonu o ana, o se auala ua leva ona fa'aaogaina e tagata Miao. O loo tumau le mama ma le manino o le fagu, faatasi ai ma le numera ono ua togitogi i luga.

The Recognition

About the A' Design Award Ario

O le A' Design Award Ario na manumalo ai Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Treasured Brew of the Cave Fa'atinoga Autu: Afifiga o le Fagu Baijiu o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

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