Lidu Sorghum Baijiu 利酒包裝 by Wen Liu and Bo Zheng

Lidu Sorghum Baijiu 利酒包裝 by Wen Liu and Bo Zheng is a highly esteemed winner of the very prestigious 2020 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2020

Lidu Sorghum Baijiu 利酒包裝

by Wen Liu and Bo Zheng

Client: Shenzhen Oracle Creative Design Co., Ltd

A' Design Award 鐵獎 Winner in 包裝 Category

17,621

Verified Award Winner

Verify Award Status for #89771

View at A' Design Award Press Release Award Badge

Colors

The Design

About Lidu Sorghum Baijiu 利酒包裝

利度高粱白酒係一款中國高粱酒嘅包裝設計。酒樽以噴綠水晶玻璃製成，樽身標籤同頸標採用做舊特種紙，樽蓋則結合金屬同塑膠材質，外盒以黑色特種紙印上金黑相間嘅圖案。包裝尺寸為長70毫米、闊70毫米、高260毫米。造型參考原有酒樽原型，秉承現代簡約風格，精簡化嘅物料運用減少浪費，亦更貼合年輕消費者嘅喜好。

The Recognition

About the A' Design Award 鐵獎

Lidu Sorghum Baijiu 利酒包裝是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Lidu Sorghum Baijiu 利酒包裝將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Lidu Sorghum Baijiu 利酒包裝因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

Behind the Design

Press Kit

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

Unique Properties: Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
Dimensions & Packaging: The packaging size is 70mm in length, 70mm in width and 260mm.
Tags: Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
Production Technology: The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
Design Challenge: It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
Research: In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
Inspiration: The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
Project Duration: The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
Operation Flow: This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
Team Members: Designer: Wen Liu
Designer: Bo Zheng
Designer: Weijie Kang
Image Credits: Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018