Taoxichuan 卷轴插画 by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award 铜奖 in 平面、插画与视觉传达设计 Competition Category.

铜平面· 2026

Taoxichuan 卷轴插画

by Yao Wu

Client: Jingdezhen Ceramic Culture Tourism Holding Group Co., Ltd.

A' Design Award 铜奖 Winner in 平面 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Taoxichuan 卷轴插画

《陶溪川》是为景德镇一处陶瓷文化街区创作的卷轴插画。作品以一幅连续的构图,呈现出六百年制瓷历史与街区的发展脉络。插画采用扁平化绘画风格与明快的色彩,构筑出一片奇幻的瓷器森林,植物、瓷器与人物在其中相互交融。三位原创角色——窑神、酒神与海神——沿着游览路线依次登场。矢量作品采用分层设计,便于灵活裁切,并同时制备了CMYK与RGB两种色彩模式版本。该卷轴亦可作为一幅叙事地图,为游客指引游览方向。

The Recognition

About the A' Design Award 铜奖

Taoxichuan 卷轴插画是 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Taoxichuan 卷轴插画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。Taoxichuan 卷轴插画出色地满足需求，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: The scroll narrates and integrates thousands of years of Jingdezhen porcelain culture and Taoxichuan’s development. Adopting flat style and vivid colors, it constructs a fantasy forest vision with plants running through the whole scroll, blending with porcelain and figures to create a healing and relaxed atmosphere. The three new images of Kiln God, Wine God and Sea God show the cultural heritage and humanistic warmth of Taoxichuan.
Dimensions & Packaging: Vector format with layered structure for flexible cropping. Dual color modes CMYK and RGB.
Tags: Taoxichuan, Scroll Illustration, Jingdezhen Porcelain Culture, Fantasy Vision, Kiln God, Wine God, Sea God, Humanistic Illustration
Production Technology: The scroll is created as a high-resolution digital illustration using vector-based flat painting techniques. Colors are rendered in CMYK for print accuracy and RGB for screen display. Large scale installations use UV printing on durable substrates. Merchandise applications employ digital printing on paper, fabric, and acrylic.
Design Challenge: It activates 600 years of porcelain culture in scroll form, creates an original fantasy porcelain forest visual language; the symbiosis of nature, artifacts and people conveys humanistic care; the three original god IPs enrich regional cultural symbols, providing an innovative paradigm for cultural tourism illustration and cultural inheritance.
Research: Research covered Jingdezhen 600 year porcelain history and Taoxichuan transformation from state owned factory to creative district Fieldwork included documentation of kiln architecture ceramic textures and interviews with cultural practitioners Findings revealed audiences respond to narrative driven visuals blending historical depth with contemporary warmth This informed the scroll approach using flat painting and vibrant colors to create an immersive porcelain forest that intertwines plants ceramics and figures making heritage accessible and emotionally resonant
Inspiration: This is a monumental scroll illustration created for Taoxichuan, integrating 600 years of Jingdezhen porcelain history and the origin of Taoxichuan, reviewing the past and looking forward to the future. With flat painting and bright colors, it builds a warm and fantasy porcelain forest where plants, porcelain and people blend, conveying relaxation and humanistic care, and interpreting Taoxichuan’s spirit of realizing ideals. It also creates three original images: Kiln God, Wine God and Sea God.
Project Duration: The project started in January 2026 in Beijing and finished in April 2026 in Beijing.
Operation Flow: The scroll functions as a narrative map guiding visitors through Taoxichuan. Viewers follow the composition from historical kilns to contemporary districts, discovering three deity characters along the way. Digital versions allow zooming to explore details, with hotspots revealing cultural stories. The scroll serves as a visual anchor for wayfinding, merchandise design, and social media engagement.
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Team Members: Original designer: Wu Yao , llustration designer: Zhang Yuchen, Illustration designer: Xie Boxing, Illustration designer: Tan Zhen, Graphic designer: Zheng Ziyang, Graphic designer: Tang Wenhu, 3D Designer: Liao Hao and Copywriting: Xu Xiaohui
Image Credits: /