Mingluye 酒精饮品包装 by Wen Liu, Bo Zheng and Weijie Kang 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
Mingluye 酒精饮品包装
by Wen Liu, Bo Zheng and Weijie Kang
Client: Anhui Mingguang Liquor Co., Ltd
A' Design Award 銅獎 Winner in 包裝 Category
Verified Award Winner
Verify Award Status for #119677The Design
About Mingluye 酒精饮品包装
明绿液係一款白酒嘅包装设计，呢款白酒主要以绿豆酿造而成。瓶身造型灵感源自绿豆——绿豆同时亦係一种中药材。瓶身上嘅白色直纹让人联想起豆芽，象征新生命嘅诞生。瓶身表面浮雕住绿豆嘅叶、茎同果实图案，瓶盖则带有天然泥土质感。外盒采用特种纸张制作，配以烫金同压花工艺。整体包装设计保持简约，尽量减少物料嘅使用。
The Recognition
About the A' Design Award 銅獎
Mingluye 酒精饮品包装是 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Mingluye 酒精饮品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。Mingluye 酒精饮品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
- Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.
- Dimensions & Packaging
- 130mm*100mm*280mm
- Tags
- Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye
- Production Technology
- The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.
- Design Challenge
- This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.
- Research
- In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.
- Inspiration
- The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.
- Project Duration
- The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.
- Operation Flow
- During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.
- Team Members
- Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
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