Family Series 白酒包装 by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2021

Family Series 白酒包装

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award 铜奖 Winner in 包装 Category

12,291

Verified Award Winner

Verify Award Status for #117380

View at A' Design Award Press Release Award Badge

Colors

The Design

About Family Series 白酒包装

“家族系列”是一款酱香型白酒的包装设计，围绕中国传统文化中的人生四大喜事而作：婚嫁、添丁、寿诞与高升。每款包装均采用红色与金色，寓意喜庆与尊贵。纹样上，婚嫁用鸾凤，得子用麒麟，事业高升用鲤鱼与金龙，延年益寿用松鹤。瓶身装饰部件采用锌合金压铸工艺，呈现浮雕效果并施以镀金处理。瓶盖为两段式结构，开启后即被破坏，有助于防伪。

The Recognition

About the A' Design Award 铜奖

Family Series 白酒包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Family Series 白酒包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Family Series 白酒包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd