Gift of Huangyao 酱料包装 by Jie Yang is a highly esteemed winner of the very prestigious 2022 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2022

Gift of Huangyao 酱料包装

by Jie Yang

Client: Decelent

A' Design Award 铜奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #136027

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gift of Huangyao 酱料包装

《黄姚之礼》是为中国广西黄姚古镇出产的调味酱料所设计的礼品包装。三层镂空剪纸前后错落排布，构成立体景深场景：外层呈现门楼、牌坊与古桥，中层展现亭台楼阁与市井民生，内层则描绘山川河流。整体布局令人联想到中国传统庭院民居。瓶盖造型取自青石板路的意象。包装以可降解纸材为主要材料。

The Recognition

About the A' Design Award 铜奖

Gift of Huangyao 酱料包装是 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Gift of Huangyao 酱料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。Gift of Huangyao 酱料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: This case is a new package of seasoning sauce produced in Huangyao ancient town, Guangxi. It is a local specialty. It is deeply loved by people because of its long history and unique flavor. At the same time, the ancient town is also a 4A tourist area. This product will be taken home by tourists all over the world in the form of souvenir and spread the story everywhere.
Dimensions & Packaging: The outer package is 75 mm thick, 380 mm long and 150 mm wide.
Tags: Local specialties, Sauces, Gifts, Connections, Family and soul, Historical details
Production Technology: The material selection uses degradable environmental protection paper as the main packaging body, emphasizing the harmonious coexistence of human and environment.
Design Challenge: 1. The biggest difficulty of this gift packaging lies in the layered hollowed out carving paper. It also needs to be tightly stitched into a perfect historical and cultural pattern, and has a perspective effect of near reality and far emptiness. The team always felt that it could not meet the expectations in the test stage.
2. Finally, the problem is solved by using Staggered printing.
Research: This design is a brand new case. The customer said that seasoning sauce can be seen everywhere in China. Although it is necessary for every family, it is very optional. As a local characteristic product, this case is difficult to stand out from many similar products. So design team decided to make some changes: superimpose the local history and culture and natural scenery in layers to show the progressive family ties , and re create a package connecting the soul and family around the concept of "common but essential".
Inspiration: Taking the local cultural buildings and natural scenery as creative elements, the three-layer carved paper is superimposed to form an enclosed three-dimensional packaging pattern of "outer-middle-inner", which shows the meaning of the traditional Chinese courtyard three-way to form a home. The bottle cap is designed into the shape of the bluestone road with the most historical significance in the ancient town, which means "going into thousands of families". This gift is used as a keepsake to connect family affection, highlighting the Chinese people's good expectations for "Everything prospers at home".
Project Duration: The project will be started in September 2021 and completed in November 2021. Design completed in Shenzhen, proofing in Shenzhen, production in Guangxi Province.
Operation Flow: Designers try to use traditional culture to create a new brand influence of sauce, which is the original intention of this gift packaging. Through the study of historical and contemporary life scenes, combined with local cultural characteristics, legends and allusions, the designer adopts new visual fusion technology to move the classics and modernity into the same box.
Team Members: Jie Yang