Martial Essence In Brew 酒中武魂 by Zhejiang Sci-Tech University

Martial Essence In Brew 酒中武魂 by Zhejiang Sci-Tech University is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2024

Martial Essence In Brew 酒中武魂

by Zhejiang Sci-Tech University

Client: Zhejiang Sci-Tech University

A' Design Award 銅獎 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 Martial Essence In Brew 酒中武魂

《酒中武魂》係為溫州永嘉老酒漢（一款蒸餾酒）設計嘅包裝，設計以當地武術「峰林南拳」作為主要視覺元素。金色線條勾勒出六個經典招式動作，產品名稱以蒼勁書法字體書寫。末字下方嘅水滴圖案則寓意蒸餾工藝。酒瓶採用啞光黑色瓶身，配以金屬金色瓶蓋。瓶身同瓶蓋刻有山水紋樣，既添地域特色，亦具防滑手感。容量為500毫升。

The Recognition

About the A' Design Award 銅獎

Martial Essence In Brew 酒中武魂是 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Martial Essence In Brew 酒中武魂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。Martial Essence In Brew 酒中武魂出色地滿足需求，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: A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture.
Dimensions & Packaging: Bottle: 500ml
Tags: Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
Production Technology: The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design.
Design Challenge: In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features.
Research: After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition.
Inspiration: The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation.
Project Duration: The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
Operation Flow: The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor.
Team Members: Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang