Family Series 家族系列白酒包装 by Mason Wang is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2021

Family Series 家族系列白酒包装

by Mason Wang

Client: Gui Brewery Co., Ltd.

A' Design Award 銅獎 Winner in 包裝 Category

12,291

Verified Award Winner

Verify Award Status for #117380

View at A' Design Award Press Release Award Badge

Colors

The Design

About Family Series 家族系列白酒包装

家族系列係為茅台風味白酒設計嘅包装,专为中国传统文化中四大人生大事而设:婚娶、添丁、寿辰同升迁。每款包装均採用红金配色,呼应喜庆同尊贵之意。图案设计包括象征婚娶嘅鸾凤、代表添丁嘅麒麟、寓意升迁嘅鲤鱼同金龙,以及象征长寿嘅松鹤图。瓶身装饰部件採用锌合金压铸工艺,呈现浮雕效果并镀金。瓶盖採用两段式设计,开启后即会损毁,有助防伪。

The Recognition

About the A' Design Award 銅獎

Family Series 家族系列白酒包装是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Family Series 家族系列白酒包装將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Family Series 家族系列白酒包装出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town
Production Technology: 1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface;
2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.
Design Challenge: The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.
Inspiration: The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.
Project Duration: This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.
Operation Flow: Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.
Team Members: Wuhan Pufan Advertising Co., Ltd