Diaoyutai 酒類包裝設計 by Jiabo Lu and Kun Luo

Diaoyutai 酒類包裝設計 by Jiabo Lu and Kun Luo is a highly esteemed winner of the very prestigious 2020 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2020

Diaoyutai 酒類包裝設計

by Jiabo Lu and Kun Luo

Client: Shenzhen Qianhai Phecda Creative Design Co., Ltd.

A' Design Award 銀獎 Winner in 包裝 Category

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The Design

About Diaoyutai 酒類包裝設計

釣魚台係一款為高端中國白酒而設計嘅包裝。龍紋喺古代中國代表至高無上嘅帝王形象，喺呢度用作主要嘅裝飾元素。瓶蓋細節豐富，其方形造型令人聯想到象徵皇權嘅玉璽。瓶身本身則保持得非常簡潔。繁複嘅裝飾同素淨嘅表面之間形成對比，營造出莊嚴嘅視覺形象，具有鮮明嘅中國特色。外盒採用可回收紙材製成，瓶身則以傳統中國陶瓷製作。

The Recognition

About the A' Design Award 銀獎

Diaoyutai 酒類包裝設計是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Diaoyutai 酒類包裝設計將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Diaoyutai 酒類包裝設計是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

Unique Properties: This is a high-end Chinese wine. His name originated in ancient China. designer chose the Dragon pattern that represents the highest image of ancient China as the main element in the design. design uses a contrast between traditional and simple. In this way, the cap design is extremely full, and the bottle design is very simple. This contrast method shows a very solemn visual image, and has a unique Chinese style, which is more suitable for the drinking occasion of the product.
Dimensions & Packaging: Width 145mm x Depth 115mm x Height 285mm
Tags: liquor, package, wine, Spirits, beverage, Graphics
Production Technology: The outer box of this package is made of recyclable paper material, while the bottle is made of traditional Chinese ceramic material. It is environmentally friendly, beautiful and durable.
Design Challenge: The texture of wine bottle cap material is the most difficult part of the whole design project. Finally, the designer presents the most special bottle cap in the whole design through various relief details by choosing the process of opening the mould.
Research: What kind of graphics can represent the traditional Chinese imperial temperament? How to better embody the traditional Chinese royal style is a problem for designers. Searching for answers in various ancient palace buildings, and collecting various data and pictures, we can draw the conclusion that dragon pattern, auspicious moire pattern and list are the three most direct and effective elements to reflect the traditional Chinese imperial temperament.
Inspiration: Dragon is the ancient Chinese royal supreme graphic symbol, its image is mostly strong publicity, how to integrate the chinese ancient royal lowkey introverted temperament, is the most fundamental thinking motive for this design. So the use of the traditional and simple method of comparison, so that the product is simple and orderly.
Project Duration: The project started in July 2017 in Beijing and finished in March 2018 in Shenzhen, and received the If Packaging Design Award in Germany in January 2019.
Operation Flow: After determining the key points of the design, the designer first determines the initial design model by drawing simple sketches. On the basis of the sketches, the designer continues to deepen. The designer draws the graphics by using computer vector software, and then refines and deepens the graphics through process planning.
Team Members: Designer：JIABO LU
Creative Director：KUN LUO
Image Credits: Designer Jiabo Lu,Diaoyutai,2017