Yuyuan Road Baijiu Beverage by Wen Liu and Xuedan Diao

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DESIGN DETAILS
DESIGN NAME:
Yuyuan Road Baijiu

PRIMARY FUNCTION:
Beverage

INSPIRATION:
The designers did site research on Yuyuan Road during the design process. The designers used the main building on Yuyuan Road for the design element. The packaging design transfers a strong cultural context of Yuyuan Road to the audience. The main logo of the design shows the element of the Paramount a landmark building in Shanghai. The Paramount is a cultural symbol. The design intends to convey the idea of Shanghai culture to consumers.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Yuyuan Road is a well-known street in Shanghai. The element of design applied the main building of Yanyuan Road. The packaging design transfers a strong cultural context of Yuyuan Road to the audience. The main logo of the design shows the element of Paramount a landmark building in Shanghai. Paramount is a cultural symbol. The design intends to convey the idea of Shanghai culture to the consumer.

OPERATION / FLOW / INTERACTION:
This Baijiu is produced in Maotai town, Zunyi city, Guizhou province, China. It is a national geographic product of China. The product has been produced 28 years with a collection value. Yuyuan Road is a road with a history in Shanghai. The cooperation between this Baijiu and Yuyuan Road conveys the idea of traditional culture. This design produces many possibilities for design innovation.

PROJECT DURATION AND LOCATION:
The project started in November 2018 and finished in September 2019 in Shenzhen.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The outside box uses a recycle material. The material of the outside box is plastic for cost-saving. The material of the bottle is ceramic with spray paint and gold colour. The material of the cover is plastic.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The packaging box dimension is 100mm in length, 100mm in width and 290mm in height.

TAGS:
Shanghai, Yuyuan Road, History, Street, Building

RESEARCH ABSTRACT:
The idea of this design based on the environment of Yuyuan Road Street in Shanghai. The design conveys a strong cultural background. The designers did the site investigation.

CHALLENGE:
In the early stage, the design style was not fit the idea of the product. In the final stage, the material expression and cost control have been solved and the design achieves a good result.

ADDED DATE:
2020-02-28 08:38:59

TEAM MEMBERS (3) :
Designer: Wen Liu, Designer: Xuedan Diao and Designer: Min Zhu

IMAGE CREDITS:
Image #1 Creator Wen Liu, Yuyuan Road Baijiu, 2019
Image #1 Creator Xuedan Diao, Yuyuan Road Baijiu, 2019
Image #1 Creator Min Zhu, Yuyuan Road Baijiu, 2019

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Zhiyu Department (Shanghai) co. Ltd

PROFILE:
Yuyuan Road is a famous historical attraction in Shanghai. The cultural history and elegant architecture around Yuyuan Road. Along with the urban development project of Yuyuan Road, "Yuyuan Department Store" was born. It is a collection of Yuyuan Road themed department stores and Akimbo Coffee, POBOX trendy brand, Gene contemporary art, creative activities, independent designer pop-up lifestyle experience shop, is also an important part in the 15-minute community life circle under the adaptive transformation of Yuyuan Road.

NOMINATION DETAILS

Yuyuan Road Baijiu Beverage by Wen Liu and Xuedan Diao is a Nominee in Packaging Design Category.

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AWARD DETAILS

Yuyuan Road Baijiu Beverage by Wen Liu and Xuedan Diao is Winner in Packaging Design Category, 2019 - 2020.



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