Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging by Jinhui Liang, Keyong Dong and Rui Wu |
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| DESIGN NAME: Nianfenyuanjiang Gu3o PRIMARY FUNCTION: Alcoholic Beverage Packaging INSPIRATION: This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing. OPERATION / FLOW / INTERACTION: The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combinin PROJECT DURATION AND LOCATION: from 2021 to 2022, Bozhou City, Anhui Province, China FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: glass, plastic, acrylic, paper SPECIFICATIONS / TECHNICAL PROPERTIES: Width 15.4cm x Depth12cm x Height 28.5cm TAGS: Baijiu, spirit, packaging RESEARCH ABSTRACT: Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience. CHALLENGE: The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture. ADDED DATE: 2022-06-22 08:59:30 TEAM MEMBERS (3) : President:Jinhui Liang, Director of Brand Management Center:Keyong Dong and Product Designer:Rui Wu IMAGE CREDITS: Jinhui Liang, Keyong Dong and Rui Wu, 2022. |
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NAME: Anhui Gujing Distillery Co. Ltd PROFILE: Located in Bozhou City, Anhui Province, the hometown of Cao Cao and Hua Tuo, one of the world's top ten spirits-producing regions, Anhui Gujing Group Co., Ltd. is one of the top eight famous liquor and one of the top 500 manufacturing enterprises in China.Gujing Distillery originates from 196 AD, when Cao Cao sent his hometown's speciality JIU YUN CHUN liquor and its brewing technique to Chinese emperor Liu Xie as a tribute many times, and since then he has been widely favored. With its distinctive style of "clear colour like crystal, pure fragrance like orchid, sweet and mellow taste, and endless aftertaste ", the liquor has been awarded the gold medal in the Chinese liquor competition for four times."JIU YUN brewing technique", the brewing method of Gujing Distillery has been certified as "The world's oldest surviving method of distilling spirits" by Guinness World Record. |
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Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging by Jinhui Liang, Keyong Dong and Rui Wu is Winner in Packaging Design Category, 2022 - 2023.· Press Members: Login or Register to request an exclusive interview with Jinhui Liang, Keyong Dong and Rui Wu. · Click here to register inorder to view the profile and other works by Jinhui Liang, Keyong Dong and Rui Wu. |
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