Mingluye Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang

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DESIGN DETAILS
DESIGN NAME:
Mingluye

PRIMARY FUNCTION:
Alcoholic Beverage Packaging

INSPIRATION:
The bottle shape is inspired by mung beans, the raw material for baijiu making. Mung beans are Chinese medicinal materials and have the effect of Heat-clearing and Detoxifying. The bionic design method is used for innovative evolution to highlight the beauty of the natural ecology of the bottle. The white vertical bars of the bottle are inspired by the germ of the mung beans, which symbolizes a new life.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Mingluye is a "Minglu Flavor" baijiu produced by Anhui Mingguang Liquor Industry Co., Ltd. using the ancient craftsmanship from the Southern Song Dynasty, with a mung bean as the main raw material.

OPERATION / FLOW / INTERACTION:
During the design period, designers carefully observed and studied the mung bean, and found that the shape is full and the color is mainly green. The white vertical strip in the middle of the mung bean is its germ. Therefore, they want to present it in the most direct and understandable way.

PROJECT DURATION AND LOCATION:
The project began in Shenzhen, China in September 2019 and completed in Shenzhen, China in January 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottle cap adopts natural earth-textured plastic cap, the embossed texture of the bottle body adopts delicate and textured mung bean leaves, stems and fruit as the patterns. The main product name is in the form of a glue card, which is crystal clear and is the unique visual symbol of the product. The box material is special paper, the craft is bronzing and embossing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
130mm*100mm*280mm

TAGS:
Mingguang Liquor, Baijiu, Baijiu Packaging, Mingluye

RESEARCH ABSTRACT:
In the era of high homogeneity of traditional Chinese baijiu, how to express and differentiate similar products with the visual language that is easy to understand by current consumers requires serious consideration. Designers collected big data using online questionnaire surveys and offline search methods. After analysis, it is found that consumers are not very familiar with Minglu-flavor baijiu, so how to express it in easy-to-understand visual language is very important.

CHALLENGE:
This product breaks through the traditional Chinese baijiu packaging form. In the Chinese market, many packaging is very old-fashion, and a bit over-packaged, too exaggerated, not suitable for the aesthetics of current young consumers and the development trend of environmental protection and recycling. So in the process of design, the packaging materials and processes can be simplified as much as possible, and the consumption should return to the quality of the product itself, rather than the gorgeous packaging, which causes a waste of resources. Let consumers and customers change their awareness of product packaging.

ADDED DATE:
2021-02-23 01:32:10

TEAM MEMBERS (3) :
Designer: Wen Liu, Designer: Bo Zheng and Designer: Weijie Kang

IMAGE CREDITS:
Wen Liu, Bo Zheng and Weijie Kang, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Anhui Mingguang Liquor Co., Ltd

PROFILE:
Anhui Mingguang Liquor Industry Co., Ltd. is a brewing company located in Anhui Province, China. It used to be a large-scale first-tier enterprise and a second-tier national enterprise. The company always takes quality as its life, insists on self-brewing, and keeps thousands of tons of high-quality original baijiu. The company has successively won the Mayor Quality Award of Chuzhou City and the Quality Award of Anhui Province. The "Lao Mingguang" brand is now a "China Well-known Trademark", and the "Mingguang" and "MingLu" brands are well-known trademarks in Anhui Province.

NOMINATION DETAILS

Mingluye Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang 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, Bo Zheng and Weijie Kang is also kept secret. This information will also be available later.
AWARD DETAILS

Mingluye Alcoholic Beverage Packaging by Wen Liu, Bo Zheng and Weijie Kang is Winner in Packaging Design Category, 2020 - 2021.



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