Lidu Sorghum Baijiu 白酒包装 by Wen Liu and Bo Zheng

Lidu Sorghum Baijiu 白酒包装 by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2020

Lidu Sorghum Baijiu 白酒包装

by Wen Liu and Bo Zheng

Client: Shenzhen Oracle Creative Design Co., Ltd

A' Design Award 铁奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #89771

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lidu Sorghum Baijiu 白酒包装

李渡高粱白酒是一款中国高粱酒的包装设计。瓶身采用水晶玻璃并喷涂绿色，瓶标与颈标选用做旧特种纸。瓶盖由金属与塑料组合而成，外盒则采用黑色特种纸，配以金黑相间的纹样。包装尺寸为长70毫米、宽70毫米、高260毫米。造型以原有瓶型为原型，遵循当代极简主义风格。简化的材料运用减少了浪费，也契合年轻消费群体的审美品味。

The Recognition

About the A' Design Award 铁奖

Lidu Sorghum Baijiu 白酒包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Lidu Sorghum Baijiu 白酒包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Lidu Sorghum Baijiu 白酒包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

Behind the Design

Press Kit

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

Unique Properties: Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
Dimensions & Packaging: The packaging size is 70mm in length, 70mm in width and 260mm.
Tags: Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
Production Technology: The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
Design Challenge: It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
Research: In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
Inspiration: The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
Project Duration: The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
Operation Flow: This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018