Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang by Wen Liu, Bo Zheng and Weijie Kang

Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang by Wen Liu, Bo Zheng and Weijie Kang is a highly esteemed winner of the very prestigious 2021 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2021

Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang

by Wen Liu, Bo Zheng and Weijie Kang

Client: Anhui Mingguang Liquor Co., Ltd

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

19,238

Verified Award Winner

Verify Award Status for #119677

View at A' Design Award Press Release Award Badge

Colors

The Design

About Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang

Mongolo oa Buka: Mingluye ke moralo oa sepakete sa baijiu, e leng seno sa setso sa Machaena se etsoang haholo-holo ka linaoa tsa mung. Sebopeho sa lebotlolo se hlohlelletsoa ke lenaoa la mung, leo hape le sebelisoang e le thepa ea meriana ea Machaena. Mela e tšoeu e otlolohileng bothateng ba lebotlolo e hopotsa peo ea lenaoa mme e bua ka bophelo bo bocha. 'Mele oa lebotlolo o hlophisitsoe ka litšoantšo tsa makhasi a lenaoa la mung, mahlaku le litholoana, athe sekoahelo se na le mofuta o tloaelehileng oa mobu. Lebokose la ka ntle le entsoe ka pampiri e khethehileng e nang le 'mala oa boronse le mohlala o hlahang holimo. Sepakete se boloketsoe bonolo ho fokotsa tšebeliso ea lisebelisoa.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Mingluye Sesebediso sa Sehlopha: Sepakete sa Seno se Tagang e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

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

Unique Properties: Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
Dimensions & Packaging: 130mm*100mm*280mm
Tags: Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
Production Technology: The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
Design Challenge: This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
Research: In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
Inspiration: The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
Project Duration: The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
Operation Flow: During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang