Zhanggong Times Alcoholic Beverage by Wen Liu

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DESIGN DETAILS
DESIGN NAME:
Zhanggong Times

PRIMARY FUNCTION:
Alcoholic Beverage

INSPIRATION:
Ganzhou, once a shining red medal inlaid on the People Republic of China,also a spiritual totem of historical time. Designers create the "time medal" under this inspiration. Color is an abstract symbol of an era. So, designers take the birthplace of red culture as the inspiration, by reinterpreting red to pay tribute to both time and its witnesses and participants. In order to highlight the regional characteristics of the ZHANGGONG TIMES, we have drawn a quiet and beautiful illustration.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Zhanggong decides to create a good Baijiu based on Gan-flavor which truly represents Jiangxi province, also determines to dedicate it to the world, by naming it after the great "time". This is not only the mission and spirit of Zhanggong, but also the origin of "Zhanggong Times".

OPERATION / FLOW / INTERACTION:
Designers care about the future development of the brand, so they re-push the vision back to Jiangxi. During those hard years, people provided fertile soil and space for the country selflessly only wishing for peaceful future. Through auxiliary elements, the mother river of Jiangxi-the Gan River, and the red homeland-Ruijin, it can carry the mark of history. In terms of product presentation, it was directly named "Zhanggong Times" to become an easy-to-remember brand, and also to explore the meaning behind the times.

PROJECT DURATION AND LOCATION:
The project started in May 2020 and finished in August 2020 in Shenzhen.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Adopting special craftsmanship with goffered paper on the front of the package, and a metal plate for the main logo. For the material of bottle is made of ceramic with decorating firing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
160mm*120mm*330mm

TAGS:
crafts, Baijiu, spirit, packaging, art, Zhanggong, cellar

RESEARCH ABSTRACT:
In the early morning of August 1, 1927, a gunshot broke the silence of Nanchang City, which fired the first shot of the Chinese revolution.It represents the establishment of Chinese first revolutionary army.Since then, the People’s Liberation Army has become the guardian of the Chinese nation, guarding them to usher in great era of today. On the occasion of the Army Day on August 1, 2020, considering from the future sustainability of the company to the product gradient ductility, designers have designed this commemorative Baijiu with epoch-making significance. The final design extracts concrete colors and symbols from abstract document elements which expresses the genes of the brand and historical symbols.

CHALLENGE:
"Zhanggong Times" originates from Jiangxi province which full of fertile soil and red culture. In order to express the association between Jiangxi and the product. Visually, from the color to the bottle body, it is necessary to have a strong visual memory point. In response to this problem, red is definitely not traditional red when it is presented, but a symbolic combination of colors and auxiliary graphics. Also by extracting illustration elements of Jiangxi's geographical, historical and cultural symbols to evoke empathy from customers.

ADDED DATE:
2020-09-30 09:44:38

TEAM MEMBERS (1) :
Designer:Wen Liu, Designer:Yong Deng and Designer:Weijie Kang

IMAGE CREDITS:
Image #1: Creator Wen Liu, Zhanggong Times, 2020.
Image #1: Creator Yong Deng, Zhanggong Times, 2020.
Image #1: Creator Weijie Kang, Zhanggong Times, 2020.
Image #1: Photographer Li Chen, Zhanggong Times, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Jiangxi Zhanggong Liquor Co., Ltd

PROFILE:
Zhanggong baijiu is a century-old baijiu enterprise from Ganzhou, where is the birthplace of red culture and the first city on the Ganjiang River. Relying on its unique baijiu-making environment and thousands of years of baijiu-making skills,with adhering to the sophisticated philosophy of "keeping, breaking and standing", the Gan-flavor baijiu was created.

NOMINATION DETAILS

Zhanggong Times Alcoholic Beverage by Wen Liu is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Wen Liu is also kept secret. This information will also be available later.
AWARD DETAILS

Zhanggong Times Alcoholic Beverage by Wen Liu is Winner in Packaging Design Category, 2020 - 2021.



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