Guotai Longjiu Zuncang 白酒包装 by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2024

Guotai Longjiu Zuncang 白酒包装

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Guizhou Guotai Liquor Group Co., Ltd.

A' Design Award 铜奖 Winner in 包装 Category

20,802

Verified Award Winner

Verify Award Status for #161485

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guotai Longjiu Zuncang 白酒包装

国台龙酒尊藏是一款为赤水河流域出产的中国高端白酒打造的包装设计。金色的中心纹样既让人联想到穿越云贵高原的赤水河，又似神龙穿行于云海之间。陶瓷瓶身取形于帝王玉玺，顶部以金属瓶盖封合。标签选用中国传统织造工艺——织锦，令人联想到帝王龙袍的织物质感。手绘的龙纹线条被转换为点位数据，用于织机织造。瓶身尺寸为90×90×215毫米。

The Recognition

About the A' Design Award 铜奖

Guotai Longjiu Zuncang 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Guotai Longjiu Zuncang 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。Guotai Longjiu Zuncang 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: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product.
Dimensions & Packaging: bottle
90mm x 90mm x 215mm
Ceramic, metal, brocade
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible.
Design Challenge: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible.
Research: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good.
Inspiration: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create.
Project Duration: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow: Bottle with metal cap from top
Team Members: Creative Director: Yingsong Chen
Design: Li Haibo, Cheng Wenbing,
3D: Hu Wei
Image Credits: IMAGE#1: Yingsong Chen,
IMAGE#2: Yingsong Chen,
IMAGE#3: Yingsong Chen,
IMAGE#4: Yingsong Chen,
IMAGE#5: Yingsong Chen,