Martial Essence In Brew Ambalaža za alkoholno piće by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 Бронзана награда A' Design Award in Дизајн паковања Competition Category.
БронзанаПаковање· 2024
Martial Essence In Brew Ambalaža za alkoholno piće
by Zhejiang Sci-Tech University
Client: Zhejiang Sci-Tech University
Бронзана награда A' Design Award Winner in Паковање Category
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- Verified Award Winner
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The Design
About Martial Essence In Brew Ambalaža za alkoholno piće
Suština borilačke veštine u piću je dizajn ambalaže za Laojiuhan, destilovano alkoholno piće iz Jongjije, Vendžou. Dizajn koristi Fenglin južnu pesnicu, lokalnu borilačku veštinu, kao glavni vizuelni element. Zlatne linije oivičavaju šest klasičnih pokreta, a naziv proizvoda je ispisan podebljanom kaligrafijom. Šara u obliku kapi ispod poslednjeg karaktera upućuje na proces destilacije. Flaša ima crn mat završni sloj i zlatni metalni zatvarač. Flaša i zatvarač su ukrašeni gravurama planina i reka, koje dodaju regionalni karakter i pružaju bolji, neklizajući stisak. Flaša sadrži 500 mililitara.
The Recognition
About the Бронзана награда A' Design Award
Martial Essence In Brew Ambalaža za alkoholno piće је добитник Бронзане награде A' Design Award, високо престижног признања које се додељује изванредним дизајнима који се одликују креативношћу, домишљатошћу и оштроумношћу. Добитници Бронзане награде у потпуности су вешти и упечатљиво креативни артефакти који потврђују велико искуство, машту и снаљажљивост својих дизајнера. Очекује се да Martial Essence In Brew Ambalaža za alkoholno piće буде високо цењен, дивљен и вољен предмет, запажено професионалан и иновативан. Овај дизајн награђен Бронзаном наградом A' Design Award уграђује најбоље праксе у уметности, науци, дизајну и технологији и одличан је по пажњи према детаљима. Martial Essence In Brew Ambalaža za alkoholno piće сјајно задовољава потребе, дотиче жеље, очарава осећања и привлачи радозналост.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
- Dimensions & Packaging
- Bottle: 500ml
- Tags
- Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
- Production Technology
- The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
- Design Challenge
- In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
- Research
- After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
- Inspiration
- The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
- Project Duration
- The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
- Operation Flow
- The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
- Team Members
- Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang
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