Johnnie Walker Limited Edition 禮品包裝 by Ofen Hu

Johnnie Walker Limited Edition 禮品包裝 by Ofen Hu is a highly esteemed winner of the very prestigious 2022 A' Design Award 金獎 in 包裝設計 Competition Category.

金包裝· 2022

Johnnie Walker Limited Edition 禮品包裝

by Ofen Hu

Client: Diageo Foreign Wine Trading (Shanghai) Co., Ltd

A' Design Award 金獎 Winner in 包裝 Category

56,168

Verified Award Winner

Verify Award Status for #138822

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Johnnie Walker Limited Edition 禮品包裝

Johnnie Walker限量版係一款為中國中秋節推出嘅威士忌酒瓶禮品包裝設計。中秋節係家人團圓嘅重要時刻，所以設計主題圍繞住家、團圓同情感。設計靈感取自中國傳統建築嘅門窗。外盒以雙門形式打開，中間用磁石扣閉合，打開之後就會見到入面嘅酒瓶。包裝上描繪咗蘭花、蝴蝶同祥雲圖案。盒身採用燙金同鐳射切割工藝，酒瓶則用咗噴砂處理。

The Recognition

About the A' Design Award 金獎

Johnnie Walker Limited Edition 禮品包裝是 A' Design Award 金獎得主，這是授予一流、絕妙而傑出設計的極為崇高的認可。金獎得主是極具創新、極富遠見且璀璨奪目的創作，反映出其設計師的天才、智慧與才幹。預計Johnnie Walker Limited Edition 禮品包裝將成為一項備受讚譽、引領潮流、氣勢恢宏的發明，帶來前所未有的價值。這件贏得 A' Design Award 金獎的設計是一個壯觀而受人敬重的項目，極大地造福並拓展藝術、科學、設計和技術的界限。Johnnie Walker Limited Edition 禮品包裝激起強烈的渴望，喚起激情，鼓勵創造力，令我們著迷。

Behind the Design

Press Kit

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

Unique Properties: This is a Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift. The Mid-Autumn Festival is an important festival for family reunion in China. The key words are home, reunion and emotion. Slogan is "EMOTIONS COME FROM BLUE". The design inspiration comes from the door and window in traditional Chinese architecture. The outer packaging design adopts double-door opening box, when the door is opened, you can see the home directly, expressing reunion and emotion. When the lid opened, the picture of orchids blooming in the courtyard is also similar to the "Chinese Pingfeng".
Dimensions & Packaging: Length 15cm width 11.5cm height 36cm
Tags: Whisky, Packaging, Packaging Design, JOHNNIE WALKER BLUE Lab, Mid-Autumn Festival, China, Art, Painting
Production Technology: The packaging uses gilding and excitation techniques, as well as laser cutout technology to handle the visual senses of the packaging. Sandblasting technology was used on the bottle
Design Challenge: The most difficult parts of this packaging design are the size of the windows and the hardness of the paper, which needs to be aesthetic while taking supporting and protecting function that is critical during shipping into account. During the design process, the design of the windows was repeatedly adjusted and packaging production attempts were made.
Research: In the packaging design, traditional Chinese wooden windows are used as the main vision of the outer packaging. Orchids, butterflies and Chinese auspicious clouds are the main depicting objects. Towering pavilions are built near the moon. The designer wishes to combine the auspicious cloud patterns with the lines of cake rolls, providing an unique visual experience. Blue is the brand symbol of JOHNNIE WALKER. Blue and orchids have the same pronunciation in Chinese, and are equated in the depiction. Orchids also symbolize “gentlemen” in Chinese culture since The Book of Songs is created.
Inspiration: "EMOTIONS COME FROM BLUE" comes from the Chinese idiom “blue is extracted from the indigo plant, but is bluer than it”. By creating through such themes, and adopting the culture of Mid-Autumn Festival, the designer temps to reflect how the people are becoming better and better by generation. The scene of the moonlight flattering some orchids in a courtyard is observed by looking through the gaps of the wooden windows that are traditionally built in Chinese courtyards. This helps presenting an intriguing experience of the traditional Chinese festival.
Project Duration: Started on March 17, 2021, completed in Shenzhen on April 30, 2021, entered the market in October 2021
Operation Flow: The package is opened to the left and right. There is a magnet button in the middle, which lets the package open after it is unbuttoned. Expanding the outer package reveals the inner bottle design.
Team Members: Designer: Ofen Hu
Illustrator: Chushan Chan
Curator: Aha Chan
Image Credits: Image：Diageo Foreign Wine Trading (Shanghai) Co., Ltd