Taoxichuan 卷軸插畫 by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2026

Taoxichuan 卷軸插畫

by Yao Wu

Client: Jingdezhen Ceramic Culture Tourism Holding Group Co., Ltd.

A' Design Award 銅獎 Winner in 平面 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Taoxichuan 卷軸插畫

陶溪川係一幅為景德鎮陶瓷文化街區創作嘅卷軸插畫。插畫以一幅連續嘅構圖呈現六百年瓷器歷史同街區嘅發展。扁平繪畫風格配上鮮明色彩，構建出一片奇幻嘅瓷器森林，將植物、瓷器同人物融為一體。三位原創角色——窯神、酒神同海神——喺路線沿途登場。矢量圖以分層製作，方便靈活裁剪，並同時備有CMYK同RGB兩種格式。呢幅卷軸亦可以作為一幅敘事地圖，引導遊客參觀。

The Recognition

About the A' Design Award 銅獎

Taoxichuan 卷軸插畫是 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Taoxichuan 卷軸插畫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。Taoxichuan 卷軸插畫出色地滿足需求，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: The scroll narrates and integrates thousands of years of Jingdezhen porcelain culture and Taoxichuan’s development. Adopting flat style and vivid colors, it constructs a fantasy forest vision with plants running through the whole scroll, blending with porcelain and figures to create a healing and relaxed atmosphere. The three new images of Kiln God, Wine God and Sea God show the cultural heritage and humanistic warmth of Taoxichuan.
Dimensions & Packaging: Vector format with layered structure for flexible cropping. Dual color modes CMYK and RGB.
Tags: Taoxichuan, Scroll Illustration, Jingdezhen Porcelain Culture, Fantasy Vision, Kiln God, Wine God, Sea God, Humanistic Illustration
Production Technology: The scroll is created as a high-resolution digital illustration using vector-based flat painting techniques. Colors are rendered in CMYK for print accuracy and RGB for screen display. Large scale installations use UV printing on durable substrates. Merchandise applications employ digital printing on paper, fabric, and acrylic.
Design Challenge: It activates 600 years of porcelain culture in scroll form, creates an original fantasy porcelain forest visual language; the symbiosis of nature, artifacts and people conveys humanistic care; the three original god IPs enrich regional cultural symbols, providing an innovative paradigm for cultural tourism illustration and cultural inheritance.
Research: Research covered Jingdezhen 600 year porcelain history and Taoxichuan transformation from state owned factory to creative district Fieldwork included documentation of kiln architecture ceramic textures and interviews with cultural practitioners Findings revealed audiences respond to narrative driven visuals blending historical depth with contemporary warmth This informed the scroll approach using flat painting and vibrant colors to create an immersive porcelain forest that intertwines plants ceramics and figures making heritage accessible and emotionally resonant
Inspiration: This is a monumental scroll illustration created for Taoxichuan, integrating 600 years of Jingdezhen porcelain history and the origin of Taoxichuan, reviewing the past and looking forward to the future. With flat painting and bright colors, it builds a warm and fantasy porcelain forest where plants, porcelain and people blend, conveying relaxation and humanistic care, and interpreting Taoxichuan’s spirit of realizing ideals. It also creates three original images: Kiln God, Wine God and Sea God.
Project Duration: The project started in January 2026 in Beijing and finished in April 2026 in Beijing.
Operation Flow: The scroll functions as a narrative map guiding visitors through Taoxichuan. Viewers follow the composition from historical kilns to contemporary districts, discovering three deity characters along the way. Digital versions allow zooming to explore details, with hotspots revealing cultural stories. The scroll serves as a visual anchor for wayfinding, merchandise design, and social media engagement.
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Team Members: Original designer: Wu Yao , llustration designer: Zhang Yuchen, Illustration designer: Xie Boxing, Illustration designer: Tan Zhen, Graphic designer: Zheng Ziyang, Graphic designer: Tang Wenhu, 3D Designer: Liao Hao and Copywriting: Xu Xiaohui
Image Credits: /