The Drum of Heaven and Earth Kamasan Inuman Keras by Hai Zhu

The Drum of Heaven and Earth Kamasan Inuman Keras by Hai Zhu is a highly esteemed winner of the very prestigious 2024 A' Design Award Beusi in Desain Bungkusan Competition Category.

BeusiBungkusan· 2024

The Drum of Heaven and Earth Kamasan Inuman Keras

by Hai Zhu

Client: Shanxi Fenyangwang Wine Industry Co., Ltd.

A' Design Award Beusi Winner in Bungkusan Category

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Verified Award Winner

Verify Award Status for #154724

View at A' Design Award Press Release Award Badge

Colors

The Design

About The Drum of Heaven and Earth Kamasan Inuman Keras

Tambur Langit sareng Bumi mangrupikeun desain kamasan guci pikeun inuman keras Baijiu Cina siki 25 kg. Bentukna nyarupaan tambur perang kuno, kailhaman ku tambur jenderal Dinasti Tang, Guo Ziyi. Motif naga sareng Pixiu anu diukir timbul, sasatoan pinunjul dina tradisi Cina, dipadukeun sareng kaligrafi dina relief tilu diménsi anu tiasa karaos ku panangan. Lapisan emas sareng ukiran timbul masihan tékstur anu beunghar dina beungeutna. Stik tambur di dua sisina tiasa dianggo salaku wadah, ku kituna inuman keras tiasa dibagikeun. Kamasan ieu ukuranana 565 x 209 x 742 mm.

The Recognition

About the A' Design Award Beusi

The Drum of Heaven and Earth Kamasan Inuman Keras mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. The Drum of Heaven and Earth Kamasan Inuman Keras diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. The Drum of Heaven and Earth Kamasan Inuman Keras dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

Behind the Design

Press Kit

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

Unique Properties: The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value.
Dimensions & Packaging: product dimensions, 565 mm x 209 mm x 742 mm
Tags: Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor
Production Technology: Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways.
Design Challenge: The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand.
Research: The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect.
Inspiration: Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture.
Project Duration: This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.
Operation Flow: The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation.
Team Members: Hai Zhu