Wuliang Image Liquor Packaging by Luo Heng

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DESIGN DETAILS
DESIGN NAME:
Wuliang Image

PRIMARY FUNCTION:
Liquor Packaging

INSPIRATION:
The design inspiration of the bottle comes from the Ming Dynasty "Moon bottle". The bottle body resembles the full moon conveying the meaning of “reunion". The bottle is decorated with flexible lines conveying the meaning of “the Chinese Baijiu is the burning water,” the bottle is wrapped by water wave stripes that look like the silk, which is full of Chinese traditional culture character.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The design of Wuliang Image adopts abstract and artistic elements to make the visual experience full of imagination, uses modern methods to convey the essence and connotation of Chinese traditional culture and show the unique charm of oriental culture. Wuliang Image perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, which matches the brand slogan of “Wuliang Quality, Oriental Image”.

OPERATION / FLOW / INTERACTION:
For the bottle design, the imagination (frosted water waves) generated from “Image” embraces “Wuliang”; In other words, the Wuliang Image is the most imaginative, artistic design in Wuliangye, giving Wuliang Group a new cultural character.

PROJECT DURATION AND LOCATION:
The project started in September 2021 in Torino and finished.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the top of the bottle uses matte metal electroplating process; the box body is made of frosted gold acrylic with relief metal and hot stamping process.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The bottle is wrapped by water wave stripes just like the water wave is embracing the bottle body, the translucent grinding texture brings a special visual pleasure and upgrade the tactile experience for stable and comfort grip.

TAGS:
Liquor packaging, Chinese traditional culture, oriental culture, container design, ethnic culture, modern design

RESEARCH ABSTRACT:
Research type: liquor packaging design; Research goal: to give Wuliang Group a new cultural character; Research direction: integrating oriental culture and modern culture; Research methods: online data, classic books, fieldwork and interview; Social influence: Wuliang Image bottle packaging combines classic and fashion. With profound cultural heritage, it shows the confidence of Chinese liquor culture and brand and the image of Chinese Baijiu products in the new era.

CHALLENGE:
This packaging integrates the brand culture of Wuliangye, modern culture and oriental culture. Through the unique letter design of "Wuliang" and "Image" and the red frosted bottle cap, it inherits the brand's culture well. At the same time, it uses the elements such as "curve lines" and "waves" and multiple processes including engraving, embossing, hot stamping, electroplating, etc. to combinate the essence of oriental culture and modern culture better.

ADDED DATE:
2021-12-22 11:21:31

TEAM MEMBERS (1) :
Luo Heng

IMAGE CREDITS:
Luo Heng

CLIENT/STUDIO/BRAND DETAILS
NAME:
Laboratory and Hopeful

PROFILE:
-

NOMINATION DETAILS

Wuliang Image Liquor Packaging by Luo Heng is a Nominee in Packaging Design Category.

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AWARD DETAILS

Wuliang Image Liquor Packaging by Luo Heng is Winner in Packaging Design Category, 2021 - 2022.



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