Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang by Jinhui Liang, Keyong Dong and Rui Wu

Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang by Jinhui Liang, Keyong Dong and Rui Wu is a highly esteemed winner of the very prestigious 2023 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2023

Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang

by Jinhui Liang, Keyong Dong and Rui Wu

Client: Anhui Gujing Distillery Co. Ltd

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

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Verified Award Winner

Verify Award Status for #142192

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang

Gu30 ke botlolo e etselitsoeng baijiu, seno sa setso sa Machaena se tahang. Moralo ona o tsoela pele ka mohala oa lihlahisoa oa Nianfenyuanjiang mme o boloka sebōpeho sa botlolo se seng se tsejoa le mokhabiso oa drakone. Botlolo e entsoe ka sarin, e leng thepa e khanyang le e bonaletsang, kahoo mokhabiso oa drakone o betliloeng o hlaha o hlakile haholoanyane 'me mokelikeli o ka hare o bonoa habonolo. Khalase, polasetiki, acrylic le pampiri li sebelisitsoe sephutheloaneng. Likarolo tsa borena li hopotsa nalane e telele ea ho ritela joala ea moo joala bo etsoang teng. Moralo ona o ikemiselitse ho beha sehlahisoa karolong ea boemo bo phahameng ea 'maraka oa baijiu.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Nianfenyuanjiang Gu3o Sephutheloana sa Seno se Tahang ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Behind the Design

Press Kit

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

Unique Properties: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Dimensions & Packaging: Width 15.4cm x Depth12cm x Height 28.5cm
Tags: Baijiu, spirit, packaging
Production Technology: glass, plastic, acrylic, paper
Design Challenge: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Research: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Duration: from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Team Members: President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu