Jincaitou Baijiu Packaging by Yiyang Liu

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DESIGN DETAILS
DESIGN NAME:
Jincaitou

PRIMARY FUNCTION:
Baijiu Packaging

INSPIRATION:
In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.

OPERATION / FLOW / INTERACTION:
Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.

PROJECT DURATION AND LOCATION:
This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
1. The cap is made from food grade material, which guarantees safe drinking. 2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers.

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

TAGS:
Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi

RESEARCH ABSTRACT:
According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.

CHALLENGE:
The porcelain jar of Jincaitou is hand-made under several process. 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 18:16:14

TEAM MEMBERS (1) :
Yiyang Liu

IMAGE CREDITS:
Yiyang Liu, 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

Jincaitou Baijiu Packaging by Yiyang Liu is a Nominee in Packaging Design Category.

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AWARD DETAILS

Jincaitou Baijiu Packaging by Yiyang Liu is Winner in Packaging Design Category, 2020 - 2021.



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