Family Series Baijiu Packaging by Mason Wang

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DESIGN DETAILS
DESIGN NAME:
Family Series

PRIMARY FUNCTION:
Baijiu Packaging

INSPIRATION:
The entire series adopt red and golden, which respectively represent marriage and nobleness in traditional Chinese culture and embody Chinese-style happiness and auspiciousness. In terms of pictures, the package applies luan and feng, which symbolize marriage in traditional Chinese culture, as well as kylin representing more children, carp and golden dragon representing promotion and calamus, pine and white crane standing for longevity.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Family Series are based on the big life events in traditional Chinese culture, including marriage, birth, birthday and promotion. From the changes of colors, pictures and patterns, the package of maotai flavor Baijiu can not only arouse empathy of liquor-using scenarios, but also enjoys high collection value and good quality.

OPERATION / FLOW / INTERACTION:
Both Luan and Feng pattern and Lang-Kiln Red of Guihe series are common festive elements in traditional Chinese wedding; according to legend, kylin on Guizi package will bring children to the family; carp and golden dragon on Guilu series represent the rapid promotion in career; while the pine and white crane on Guishou series symbolize longevity and nobleness in traditional culture.

PROJECT DURATION AND LOCATION:
This series was kicked off in Shanghai in December 2019 and was finished in December 2020 and put on sale in Shanghai in the same month.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
1. The decorative parts of the bottle are made of high-precision die-casting zinc alloy, with relief effect and gold plating on the surface; 2. The bottle is equipped with environmentally-friendly food grade plastic parts and down-pressure assembly structure. The bottle cap is divided into two parts, the teeth of which will be damaged when opened so as to prevent forgery.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 105mm x Depth 105mm x Height 260mm

TAGS:
Baijiu Packaging, Family Series, Chinese Culture, Kylin, Maotao Town

RESEARCH ABSTRACT:
When researching the scenarios of liquor-using, Guijiu group found that many customers prefer to purchase more expensive Baijiu on some important occasions. What's more, the more precious liquor they offer or get, the more respect they show or receive from their friends and relatives. At current liquor market, Baijiu with high cost-efficiency and collection value has a few competitors, which enjoys a promising future.

CHALLENGE:
The porcelain jar of family series is hand-made under several processes. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.

ADDED DATE:
2021-02-03 17:51:53

TEAM MEMBERS (1) :
Wuhan Pufan Advertising Co., Ltd

IMAGE CREDITS:
Mason Wang, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Gui Brewery Co., Ltd.

PROFILE:
Headquartered at Lujiazui of Shanghai, China Guijiu Group Co., Ltd. is a strong innovative Baijiu production corporation, with production center based at Maotao Town. In accordance with its Unique Recipe of Liquor-Making Inherited for 16 Generations, China Guijiu Group Co., Ltd. roots in maotai flavor Baijiu production base, selects red tassel sorghum and water from Chishui River. Abiding by the brewing process of 12987 maotai flavor Baijiu, the company only produces pure grain yeast Kunsha Jiang-flavour Baijiu. In the future, Guijiu Group will promote M&A and introduce modern production technologies so as to realize the production capacity of 100,000 tons and build a garden-style Baijiu industrial park featured by internationalism, modernism, standardization, intelligence and integration of Baijiu and tourism.

NOMINATION DETAILS

Family Series Baijiu Packaging by Mason Wang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Family Series Baijiu Packaging by Mason Wang is Winner in Packaging Design Category, 2020 - 2021.



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