Shguijiu Dian Afifiga o le Fagu Baijiu by Liang Chen

Shguijiu Dian Afifiga o le Fagu Baijiu by Liang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award Auro in Mamanu Afifi Competition Category.

AuroAfifi· 2023

Shguijiu Dian Afifiga o le Fagu Baijiu

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

A' Design Award Auro Winner in Afifi Category

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Verified Award Winner
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Colors

The Design

About Shguijiu Dian Afifiga o le Fagu Baijiu

O le Shguijiu Dian o se mamanu afifiga mo se Baijiu meaalofa maualuga mai Shanghai. O le foliga na musuia mai le Shanghai Tower, o le fale aupito maualuga i Saina. O le fagu tioata ma le tapuni uamea e pei o se faata e faitauina o se foliga e tasi, faatasi ai ma pupuni taamilomilo ma se foliga e le tutusa itu. O le pusa i fafo e ufiufi i le ario ma e lapotopoto umi, faatasi ai ma se fogaeleele pupuni e le masani. O le pusa i fafo e 110 mm le lautele ma le 330 mm le maualuga, ma o le fagu e 80 mm le lautele ma le 300 mm le maualuga. E mafai ona teuina ma faaalia vaega uma e lua, lea e faaitiitia ai otaota.

The Recognition

About the A' Design Award Auro

O le A' Design Award Auro na manumalo ai Shguijiu Dian Afifiga o le Fagu Baijiu, o se faamaoniga matuā mamalu e tuuina atu i mamanu o le tulaga muamua, matagofie ma maoaʻe. O ē manumalo i le Auro o galuega fou tele, matuā vaai i le lumanaʻi ma susulu e faaalia ai le atamai, le poto ma le tomai o tagata mamanu. E faamoemoeina Shguijiu Dian Afifiga o le Fagu Baijiu e avea ma mea fou e matuā vivii, e faatulaga ai uiga fou ma tetele, e tuuina mai ai se tau e leʻi iai muamua. O lenei mamanu na manumalo i le A' Design Award Auro o se galuega ofoofogia, ua faaaloalogia, e aogā tele ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Shguijiu Dian Afifiga o le Fagu Baijiu e fatuina ai lagona malosi o le manaʻo, faaosofia le tuinanau, faalauiloa le fatufatuaʻi ma faamalosia i tatou.

Behind the Design

Press Kit

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

Unique Properties: As a high-end gift Baijiu representing Shanghai in a theme of opening up the future, the creative design is enlightened by Shanghai Tower, the highest building in China and the third in the world, which reflects the international urban style and an urban spirit that transcends the future in both recognition and influence. The cross-domain and futuristic architectural aesthetics is applied on the appearance design, which is a boldly try and innovation in the traditional Chinese Baijiu industry, and could motivate more young people to come and try, highlighting its creative theme of the future.
Dimensions & Packaging: Outer box: diameter 110mm * height 330mm Bottle: diameter 80mm* height 300mm
Tags: Shanghai Tower, Chinese Baijiu, Packaging Design, Open up the future Limited edition,High-end Baijiu
Production Technology: It looks like an indivisible one while the crystal bottle matched with mirror-like metal cap, which featured in spiraling curves and asymmetric shape, full of a sense of future with infinite possibilities. It is also a product with the sense of hi-tech and art while the silver-plated packing box is designed in cylindrical shape with irregular curved surface which would produce undulating changes.
Design Challenge: The most difficult part is the facade of the packing. The senses of urban spirit, product positioning and the high-end gift are required to present in one product at the same time. The significant differences from the existing similar products are asked in bottle, packing box, material and process, as a result, it is a huge challenge and attempt in production.
Research: A landmark is often regarded as the symbol of a city or even the country. The product would be more approachable when it designed as the most famous and most influential building in Shanghai, which could promote the spread of brand and urban culture and reflect its positioning of internationalization and future development. At the first half of 2022, Shanghai was deeply suffered from COVID-19 and this product expressed the confidence in overcoming the epidemic and hope for a better future.
Inspiration: A landmark is often regarded as the symbol of a city or even the country, which could convey a stronger cultural value and spiritual belief. The creative design sources from Shanghai Tower, the highest building in China and the third one in the world, and also the symbol of Shanghai because of its extremely modern and futuristic shape with infinite possibilities.
Project Duration: The project began in Shanghai in September 2021 and the design will be completed in Shanghai in November 2021.
Operation Flow: Combination of the urban landmark building with product would naturally arouse the attention and emotional resonance of users, which could better integrate urban culture, sketch landscape, art exhibitions, commemorative activities and tourism visits to get wider dissemination and promotion. Both the outer box and the bottle could be displayed and presented as art and collection exhibits, reducing the discard and waste of materials.
Team Members: Creative Director: Chen Liang
Chief Designer: Chen Liang
3D Scene Rendering: Song Liu
Image Credits: Creative Director: Chen Liang