Luzhou Laojiao 1915 酒瓶包裝 by Haijun Shen 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

Luzhou Laojiao 1915 酒瓶包裝

by Haijun Shen

Client: DIGA Creative design

A' Design Award 銀獎 Winner in 包裝 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Luzhou Laojiao 1915 酒瓶包裝

瀘州老窖1915係一款中國白酒嘅包裝設計。瓶身設計成帆船嘅形狀，視覺符號係從瀘州嘅江陽地圖提煉出嚟。彎曲嘅造型呼應住瓶內流動嘅液體，攞喺手上亦都感覺舒適。瓶身以玻璃製成，噴上顏色並印上品牌標誌。外盒則以燙金、壓紋同貼上品牌標誌作點綴。整個包裝尺寸為58 x 158 x 350毫米。設計目標係為30至40歲嘅飲家營造一種輕盈而奢華嘅觀感，帶出現代高端嘅感覺之餘，亦保留住傳統嘅特色。

The Recognition

About the A' Design Award 銀獎

Luzhou Laojiao 1915 酒瓶包裝是 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Luzhou Laojiao 1915 酒瓶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。Luzhou Laojiao 1915 酒瓶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: Luzhou Laojiao introduced a new product, ChineseBaijiu, which not only declares its brand value, but also develops a kind of light and luxurious ChineseBaijiu suitable for people aged 30 to 40 in the traditional old market.
Dimensions & Packaging: 58mm×158mm×350mm
Tags: Jiangyang map，Luxury ChineseBaijiu，sailboat
Production Technology: Box: affixed brand, bronzing, embossing, bottle: glass bottle, spray color, affixed brand
Design Challenge: To express the feeling of modern high-end without losing the flavor of traditional LU ZHOU LAO JIAO CO., LTD company. Limited company, we must strike a balance. Due to the narrow line of the bottle mouth, the final process realization needs a lot of communication with the factory.
Research: Excavate the regional resources features of Luzhou where the brand is located, excavate the bottle-shaped features of each product stage of the brand, design the development trend of expression techniques, and investigate the aesthetic tendency of middle-aged people today. Through reading documents, investigation reports and on-the-spot investigation, the preparatory work for the above-mentioned preliminary design work has been completed
Inspiration: The bottle is shaped like a sailing boat, and the visual symbols are modernly refined from Luzhou Laojiao Jiangyang map. The logo of the sailing boat implies the new route of Luzhou Laojiao, riding the wind and waves; the graceful arc of the overall bottle shape is due to the flowing wine body of Luzhou Laojiao. Overall it gives people brisk, comfortable and vitality .
Project Duration: The project was launched in Shenzhen in May 2020 and is expected to be completed in May 2021
Operation Flow: Different bottle design can stand out from the crowd. The treatment of radian is not only beautiful, but also provides consumers with a comfortable hand feeling
Team Members: Haijun Shen
manling Lin