Lidugaoliang Baijiu Alcoholic Beverage Packaging by Wen Liu, HenHong Yang and Weijie Kang

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DESIGN DETAILS
DESIGN NAME:
Lidugaoliang Baijiu

PRIMARY FUNCTION:
Alcoholic Beverage Packaging

INSPIRATION:
The lid of Lidugaoliang Baijiu and the circle on the outer box are designed based on the prototype of Yuan Dynasty porcelain. The history of Lidu Baijiu began in the Yuan Dynasty, so the circular turntable on the box was designed into a special opening method, which turned the image of a long time span into a physical design.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Lidugaoliang Baijiu's brewing techniques began in the Yuan Dynasty, is the earliest, longest span of time and the richest large-scale ancient shochu workshop site in China, and it is still in use today. This baijiu has the characteristics of "clear color, sweet,mellow bouquet, and long aftertaste". These elements are extracted and designed in combination with the brand concept. The whole design is round and smooth, which highlights the long sense of time in the process of brewing liquor.

OPERATION / FLOW / INTERACTION:
The colors, materials and decoration for the label and packaging of "Lidugaoliang" have changed from grass green to high-end business green, including the outer box packaging, the leather material on the bottle label, the metal tag and the golden decorating firing process, and a smoother arc design in shape. These advanced designs have not only update the brand image of this recognized quality product, but also highlights the limited edition positioning of this baijiu, which is widely appreciated.

PROJECT DURATION AND LOCATION:
2019.08-Now Shenzhen, China

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The overall bottle adopts smoothly curved shape and embossed with sorghum elements. It resembles a round bottle cap and a ring of decorating firing porcelain in the Yuan Dynasty, with a leather oblique label and an outer box combining leather and metal. It has a special rotating opening method. Designers also consider a business advanced design that upgrades the brand image in an all-round way.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 120mm* Depth 120mm* Height 330mm

TAGS:
Lidugaoliang,Yuan porcelain, Baijiu, High-end, Lidu

RESEARCH ABSTRACT:
The design of Lidugaoliang upgraded the brand image and extracted elements from the original brand image. Also by combining with the brand concept to reshape, Lidugaoliang has come to the fore in the baijiu industry and has a new lease of life.

CHALLENGE:
The leather and metal materials needed for the product, as well as the upgrade in color, these elements lead to a result that the sample may not reach the level of initial imagination after first production, and more understanding and analyse is needed in the control of the brand image.

ADDED DATE:
2021-02-22 08:27:37

TEAM MEMBERS (3) :
Designer: Wen Liu, Designer: Heng Hong Yang and Designer: Weijie Kang

IMAGE CREDITS:
Wen Liu, HenHong Yang and Weijie Kang, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
JIANGXI LIDU LIQUOR INDUSTRY CO.LTD

PROFILE:
JIANGXI LIDU LIQUOR INDUSTRY CO.LTD is located in Lijiadu, a well-known historic town in the south of the Yangtze River. It inherits the ancient Chinese baijiu craftsmanship. The site of Lidu's Yuan baijiu workshop is known as the "Chinese Baijiu Ancestral House". In 2006, it was approved by the State Council as a national key cultural relics protection unit.

NOMINATION DETAILS

Lidugaoliang Baijiu Alcoholic Beverage Packaging by Wen Liu, Henhong Yang and Weijie Kang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Lidugaoliang Baijiu Alcoholic Beverage Packaging by Wen Liu, Henhong Yang and Weijie Kang is Winner in Packaging Design Category, 2020 - 2021.



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