Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2024

Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Guizhou Guotai Liquor Group Co., Ltd.

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

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Verified Award Winner

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Colors

The Design

About Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu

Mongolo oa Buka: Guotai Longjiu Zuncang ke moralo oa sepakete sa baijiu ea China ea boemo bo phahameng e hlahisoang sebakeng sa Nōka ea Chishui. Mokhoa o bohlokoa o etsang 'mala oa khauta bohareng o hopotsa Nōka ea Chishui e tshelang holim'a Lithaba tsa Yunnan-Guizhou hammoho le drakone e tsamaeang har'a maru. Botlolo ea seramiki e etsoa sebōpeho se tshoanang le tiiso ea jade ea borena, e koaloa ka qhomo ea tšepe ka holimo. Brocade, letsela le lohoang la setso sa China, le etsa lebeulana le hopotsang letsela la kobo ea drakone ea borena. Mela ea drakone e tataisitsoeng ka letsoho e ile e fetoloa ho ba data ea matheba bakeng sa loom (mochini oa ho loha). Botlolo e na le boholo ba 90 ka 90 ka 215 milimetara.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu 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. Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu 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. Guotai Longjiu Zuncang Ts'ebetso ea Sesosa: Sepakete sa Baijiu 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: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product.
Dimensions & Packaging: bottle
90mm x 90mm x 215mm
Ceramic, metal, brocade
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible.
Design Challenge: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible.
Research: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good.
Inspiration: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create.
Project Duration: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow: Bottle with metal cap from top
Team Members: Creative Director: Yingsong Chen
Design: Li Haibo, Cheng Wenbing,
3D: Hu Wei
Image Credits: IMAGE#1: Yingsong Chen,
IMAGE#2: Yingsong Chen,
IMAGE#3: Yingsong Chen,
IMAGE#4: Yingsong Chen,
IMAGE#5: Yingsong Chen,