Zhanggong Times ናይ መስተ ማዕሸጊ by Wen Liu is a highly esteemed winner of the very prestigious 2021 ናይ ሓጺን ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.

ሓጺንማዕሸጊ· 2021

Zhanggong Times ናይ መስተ ማዕሸጊ

by Wen Liu

Client: Jiangxi Zhanggong Liquor Co., Ltd

ናይ ሓጺን ሽልማት A' Design Award Winner in ማዕሸጊ Category

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The Design

About Zhanggong Times ናይ መስተ ማዕሸጊ

ዠንጎንግ ታይምስ ኣብ ጂያንግሺ ግዝኣት፡ ቻይና ንዝፍረ ባይጁ ዝተዳለወ ናይ ማዕሸጊ ንድፊ እዩ። እታ ጥርሙዝ ብሴራሚክ ተሰሪሓ ብዘመናዊ ኣቀራርባ ተነዲፋ ኣላ። ቅድሚት እቲ ሳንዱቕ ጎፍራድ ወረቐት ዝጥቀም ኮይኑ፡ እቲ ቀንዲ ሎጎ ድማ ኣብ ልዕሊ ናይ ብረት ሸፋፍ ተቐሚጡ ይርከብ። እዚ ንድፊ ካብ ጋንዞው፡ ናይ ቀያሕ ባህሊ መበቆል ቦታ ተባሂላ እትፍለጥ ከተማ፡ ተመሪሑ እዩ። ቀይሕ ሕብሪ ከም ምልክታዊ ሕብሪ ተጠቒሙ ምስ ተወሳኺ ስእልታት ተዋሃሂዱ ኣሎ። ሓደ ህዱእ ስእሊ ድማ ናይቲ ከባቢ ጂኦግራፊያውን ታሪኻውን ረቛሒታት፡ ንሱ ድማ ወሓዚ ጋን ወሓዚ ዘጠቓልል፡ የርኢ። እታ ማዕሸጊ 160 ብ 120 ብ 330 ሚሊሜተር ትዕቀን።

The Recognition

About the ናይ ሓጺን ሽልማት A' Design Award

Zhanggong Times ናይ መስተ ማዕሸጊ ናይ ሓጺን ሽልማት A' Design Award ዝዓወተ እዩ፣ ካብ ጽቡቕ ዝተዳለዉ ፍጥረታት ዝጽበዩ ሞያውን ኢንዱስትሪኣውን ጠለባት ንዝመላኡ ጽቡቓት ዲዛይናት ዝወሃብ ክቡር ኣፍልጦ። ዘዓወቱ ሓጺን ዓቢ ክእለት፣ ልዑል ፍሉይነት፣ ክኢላዊ ርድኢትን ፈጠራዊ ዓቕምን ፈጣርዮም የርእዩ። Zhanggong Times ናይ መስተ ማዕሸጊ ብብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን፣ ተግባራውን ሓድሽን ፍጥረት ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ሓጺን ሽልማት A' Design Award ንዝበለጹ ልምድታት ኢንዱስትሪ የጣምር፣ ምስ ፍልጠትን ተውህቦን ዝተኣሳሰሩ ብቑዓት ቴክኒካውያን ባህርያት ድማ ኣለዎ። Zhanggong Times ናይ መስተ ማዕሸጊ ብጥንቃቐኡ ይኽበር፣ ንዓለም ዝሓሸ ቦታ ክትኸውን ዝሕግዙ ምምሕያሻት መዓርግ ህይወት ንምቕራብ ድማ ዝተዳለወ እዩ።

Behind the Design

Press Kit

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

Unique Properties: Zhanggong decides to create a good Baijiu based on Gan-flavor which truly represents Jiangxi province, also determines to dedicate it to the world, by naming it after the great "time". This is not only the mission and spirit of Zhanggong, but also the origin of "Zhanggong Times".
Dimensions & Packaging: 160mm*120mm*330mm
Tags: crafts, Baijiu, spirit, packaging, art, Zhanggong, cellar
Production Technology: Adopting special craftsmanship with goffered paper on the front of the package, and a metal plate for the main logo. For the material of bottle is made of ceramic with decorating firing.
Design Challenge: "Zhanggong Times" originates from Jiangxi province which full of fertile soil and red culture. In order to express the association between Jiangxi and the product. Visually, from the color to the bottle body, it is necessary to have a strong visual memory point. In response to this problem, red is definitely not traditional red when it is presented, but a symbolic combination of colors and auxiliary graphics. Also by extracting illustration elements of Jiangxi's geographical, historical and cultural symbols to evoke empathy from customers.
Research: In the early morning of August 1, 1927, a gunshot broke the silence of Nanchang City, which fired the first shot of the Chinese revolution.It represents the establishment of Chinese first revolutionary army.Since then, the People’s Liberation Army has become the guardian of the Chinese nation, guarding them to usher in great era of today. On the occasion of the Army Day on August 1, 2020, considering from the future sustainability of the company to the product gradient ductility, designers have designed this commemorative Baijiu with epoch-making significance. The final design extracts concrete colors and symbols from abstract document elements which expresses the genes of the brand and historical symbols.
Inspiration: Ganzhou, once a shining red medal inlaid on the People Republic of China，also a spiritual totem of historical time. Designers create the "time medal" under this inspiration. Color is an abstract symbol of an era. So, designers take the birthplace of red culture as the inspiration, by reinterpreting red to pay tribute to both time and its witnesses and participants. In order to highlight the regional characteristics of the ZHANGGONG TIMES, we have drawn a quiet and beautiful illustration.
Project Duration: The project started in May 2020 and finished in August 2020 in Shenzhen.
Operation Flow: Designers care about the future development of the brand, so they re-push the vision back to Jiangxi. During those hard years, people provided fertile soil and space for the country selflessly only wishing for peaceful future. Through auxiliary elements, the mother river of Jiangxi-the Gan River, and the red homeland-Ruijin, it can carry the mark of history. In terms of product presentation, it was directly named "Zhanggong Times" to become an easy-to-remember brand, and also to explore the meaning behind the times.
Team Members: Designer:Wen Liu, Designer:Yong Deng and Designer:Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Zhanggong Times, 2020.
Image #1: Creator Yong Deng, Zhanggong Times, 2020.
Image #1: Creator Weijie Kang, Zhanggong Times, 2020.
Image #1: Photographer Li Chen, Zhanggong Times, 2020.