Gujinggong 酒 by Cheng Tian Sheng is a highly esteemed winner of the very prestigious 2020 A' Design Award 金奖 in 包装设计 Competition Category.

金包装· 2020

Gujinggong 酒

by Cheng Tian Sheng

Client: Yuto

A' Design Award 金奖 Winner in 包装 Category

61,743

Verified Award Winner

Verify Award Status for #99904

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gujinggong 酒

在包装上展示了人们传下来的文化故事，并精心绘制了龙饮模式。龙在中国受到尊重，象征吉祥。在插图中，龙出来喝。因为它被葡萄酒吸引，所以它徘徊在酒瓶周围，并加入了祥云，宫殿，山川和河流等传统元素，这证实了古井贡酒的传奇。打开包装盒后，将有一层带有插图的卡片纸，使包装盒在打开后具有整体显示效果。

The Recognition

About the A' Design Award 金奖

Gujinggong 酒是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Gujinggong 酒将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Gujinggong 酒激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

Behind the Design

Press Kit

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

Unique Properties: Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
Dimensions & Packaging: Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
Tags: Liquor, tradition， Folk tradition，Illustration，nongovernmental
Production Technology: This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
Design Challenge: Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
Research: Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
Inspiration: In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
Project Duration: The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
Operation Flow: The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
Team Members: Designer：CHENG TIAN SHENG
3D：YAO QI QIANG
Engineer：ZHANG HUA MING