Jincaitou 白酒包裝 by Yiyang Liu is a highly esteemed winner of the very prestigious 2021 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2021

Jincaitou 白酒包裝

by Yiyang Liu

Client: Gui Brewery Co., Ltd.

A' Design Award 銀獎 Winner in 包裝 Category

24,820

Verified Award Winner

Verify Award Status for #117381

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jincaitou 白酒包裝

金彩頭係一款中國白酒系列嘅包裝設計。瓶蓋採用食品級材料製造，圖案結合咗現代移印印刷同傳統琺瑯工藝。包裝正面展示醒獅、玉如意同喜鵲，呢三個圖案都同中國文化入面嘅吉祥寓意息息相關。背面繪畫咗釀酒過程嘅場景，由投料、蒸煮到發酵、蒸餾。包裝尺寸為105乘105乘260毫米，運用現代生產工藝令成本保持低廉。

The Recognition

About the A' Design Award 銀獎

Jincaitou 白酒包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Jincaitou 白酒包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Jincaitou 白酒包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

Unique Properties: The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
Dimensions & Packaging: Width 105mm x Depth 105mm x Height 260mm
Tags: Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
Production Technology: 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.
Design Challenge: The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
Research: According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
Inspiration: In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.
Project Duration: This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
Operation Flow: Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
Team Members: Yiyang Liu