Gift of Huangyao 酱料包装 by Jie Yang is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2022

Gift of Huangyao 酱料包装

by Jie Yang

Client: Decelent

A' Design Award 銅獎 Winner in 包裝 Category

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Verified Award Winner

Verify Award Status for #136027

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gift of Huangyao 酱料包装

《黄姚之礼》是为中国广西黄姚古镇出产的一款调味酱设计嘅礼品包装。设计运用三层镂空雕刻纸,前后叠放,组成一个立体场景。外层展现门楼、牌坊同桥梁;中层展现亭台楼阁同当地生活风貌;内层展现山水景致。整体布局令人联想起中国传统四合院嘅格局。瓶盖设计成青石板路嘅形状,主要采用可降解纸张作为材料。

The Recognition

About the A' Design Award 銅獎

Gift of Huangyao 酱料包装是 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Gift of Huangyao 酱料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。Gift of Huangyao 酱料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: This case is a new package of seasoning sauce produced in Huangyao ancient town, Guangxi. It is a local specialty. It is deeply loved by people because of its long history and unique flavor. At the same time, the ancient town is also a 4A tourist area. This product will be taken home by tourists all over the world in the form of souvenir and spread the story everywhere.
Dimensions & Packaging: The outer package is 75 mm thick, 380 mm long and 150 mm wide.
Tags: Local specialties, Sauces, Gifts, Connections, Family and soul, Historical details
Production Technology: The material selection uses degradable environmental protection paper as the main packaging body, emphasizing the harmonious coexistence of human and environment.
Design Challenge: 1. The biggest difficulty of this gift packaging lies in the layered hollowed out carving paper. It also needs to be tightly stitched into a perfect historical and cultural pattern, and has a perspective effect of near reality and far emptiness. The team always felt that it could not meet the expectations in the test stage.
2. Finally, the problem is solved by using Staggered printing.
Research: This design is a brand new case. The customer said that seasoning sauce can be seen everywhere in China. Although it is necessary for every family, it is very optional. As a local characteristic product, this case is difficult to stand out from many similar products. So design team decided to make some changes: superimpose the local history and culture and natural scenery in layers to show the progressive family ties , and re create a package connecting the soul and family around the concept of "common but essential".
Inspiration: Taking the local cultural buildings and natural scenery as creative elements, the three-layer carved paper is superimposed to form an enclosed three-dimensional packaging pattern of "outer-middle-inner", which shows the meaning of the traditional Chinese courtyard three-way to form a home. The bottle cap is designed into the shape of the bluestone road with the most historical significance in the ancient town, which means "going into thousands of families". This gift is used as a keepsake to connect family affection, highlighting the Chinese people's good expectations for "Everything prospers at home".
Project Duration: The project will be started in September 2021 and completed in November 2021. Design completed in Shenzhen, proofing in Shenzhen, production in Guangxi Province.
Operation Flow: Designers try to use traditional culture to create a new brand influence of sauce, which is the original intention of this gift packaging. Through the study of historical and contemporary life scenes, combined with local cultural characteristics, legends and allusions, the designer adopts new visual fusion technology to move the classics and modernity into the same box.
Team Members: Jie Yang