Shguijiu Dian 白酒樽包裝 by Liang Chen is a highly esteemed winner of the very prestigious 2023 A' Design Award 金獎 in 包裝設計 Competition Category.

金包裝· 2023

Shguijiu Dian 白酒樽包裝

by Liang Chen

Client: Shanghai Guijiu Group Co., Limited.

A' Design Award 金獎 Winner in 包裝 Category

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Colors

The Design

About Shguijiu Dian 白酒樽包裝

「上海貴酒天酿」係一款嚟自上海嘅高端禮品白酒包裝設計。其造型靈感源自中國最高建築——上海中心大廈。水晶酒樽同鏡面金屬樽蓋渾然一體，展現出螺旋形曲線同不對稱嘅輪廓。外盒採用鍍銀圓柱形設計，配以不規則嘅曲面。外盒直徑110毫米、高330毫米，酒樽直徑80毫米、高300毫米。兩部分都可以保留同陳列，從而減少浪費。

The Recognition

About the A' Design Award 金獎

Shguijiu Dian 白酒樽包裝是 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Shguijiu Dian 白酒樽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。Shguijiu Dian 白酒樽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: As a high-end gift Baijiu representing Shanghai in a theme of opening up the future, the creative design is enlightened by Shanghai Tower, the highest building in China and the third in the world, which reflects the international urban style and an urban spirit that transcends the future in both recognition and influence. The cross-domain and futuristic architectural aesthetics is applied on the appearance design, which is a boldly try and innovation in the traditional Chinese Baijiu industry, and could motivate more young people to come and try, highlighting its creative theme of the future.
Dimensions & Packaging: Outer box: diameter 110mm * height 330mm Bottle: diameter 80mm* height 300mm
Tags: Shanghai Tower, Chinese Baijiu, Packaging Design, Open up the future Limited edition,High-end Baijiu
Production Technology: It looks like an indivisible one while the crystal bottle matched with mirror-like metal cap, which featured in spiraling curves and asymmetric shape, full of a sense of future with infinite possibilities. It is also a product with the sense of hi-tech and art while the silver-plated packing box is designed in cylindrical shape with irregular curved surface which would produce undulating changes.
Design Challenge: The most difficult part is the facade of the packing. The senses of urban spirit, product positioning and the high-end gift are required to present in one product at the same time. The significant differences from the existing similar products are asked in bottle, packing box, material and process, as a result, it is a huge challenge and attempt in production.
Research: A landmark is often regarded as the symbol of a city or even the country. The product would be more approachable when it designed as the most famous and most influential building in Shanghai, which could promote the spread of brand and urban culture and reflect its positioning of internationalization and future development. At the first half of 2022, Shanghai was deeply suffered from COVID-19 and this product expressed the confidence in overcoming the epidemic and hope for a better future.
Inspiration: A landmark is often regarded as the symbol of a city or even the country, which could convey a stronger cultural value and spiritual belief. The creative design sources from Shanghai Tower, the highest building in China and the third one in the world, and also the symbol of Shanghai because of its extremely modern and futuristic shape with infinite possibilities.
Project Duration: The project began in Shanghai in September 2021 and the design will be completed in Shanghai in November 2021.
Operation Flow: Combination of the urban landmark building with product would naturally arouse the attention and emotional resonance of users, which could better integrate urban culture, sketch landscape, art exhibitions, commemorative activities and tourism visits to get wider dissemination and promotion. Both the outer box and the bottle could be displayed and presented as art and collection exhibits, reducing the discard and waste of materials.
Team Members: Creative Director: Chen Liang
Chief Designer: Chen Liang
3D Scene Rendering: Song Liu
Image Credits: Creative Director: Chen Liang