Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2024
Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle
by Zhejiang Sci-Tech University
Client: Zhejiang Sci-Tech University
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
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- Verified Award Winner
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The Design
About Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle
Ọ̀rọ̀ Ìwé: Martial Essence In Brew jẹ́ ìlànà ìdìpọ̀ fún Laojiuhan, ọtí líle tí a ń fọwọ́ dì láti agbègbè Yongjia, Wenzhou. Àpẹrẹ náà lo Fenglin Southern Fist, iṣẹ́ ọnà ológun ìbílẹ̀, gẹ́gẹ́ bí ohun kókó fún àwòrán rẹ̀. Àwọn ìlà wúrà ṣàpẹrẹ ẹ̀gbẹ́fà àwọn ìgbésẹ̀ ológun tí ó gbajúmọ̀, tí orúkọ ọjà náà sì kọ sínú lẹ́tà ọ̀wọ̀ tí ó lágbára. Àpẹẹrẹ ọ̀rọ̀ ìsun-omi kan lábẹ́ lẹ́tà tí ó kẹ́yìn ń fi hàn ìlànà ìdilé ọtí náà. Ìgò náà ní àwọ̀ dúdú tí kò dán, pẹ̀lú ìbòrí wúrà onírin. Àwọn ohun ọ̀ṣọ́ àwòrán òkè àti odò ni a fín sínú ìgò àti ìbòrí rẹ̀, tí ó ń fi ìwà ìbílẹ̀ hàn tí ó sì ń jẹ́ kí ìdìmú má yọ́. Ìgò náà lè gba lítà idaji (500 millilita).
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Martial Essence In Brew Iṣẹ́ Pàtàkì: Ìdìpọ̀ Ọtí Líle ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
- Dimensions & Packaging
- Bottle: 500ml
- Tags
- Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
- Production Technology
- The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
- Design Challenge
- In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
- Research
- After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
- Inspiration
- The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
- Project Duration
- The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
- Operation Flow
- The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
- Team Members
- Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang
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