Gaojiang Zhuangyuan Qin Chinese Baijiu Packaging by Liang Chen |
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| DESIGN NAME: Gaojiang Zhuangyuan Qin PRIMARY FUNCTION: Chinese Baijiu Packaging INSPIRATION: The bamboo-shape bottle is a unique symbol of noble character and career progress while the indigo color of the bottle conveys the positive enterprising meaning of "Indigo blue is bluer than the plant it comes from" in Chinese culture. The gradual color change from shallow to dark from bottom to top is a good blessing for positivity and progress. The golden belt on the bottle resembles the Chinese character "one", indicating the unique and excellent ecological environment of its origin. UNIQUE PROPERTIES / PROJECT DESCRIPTION: An ecological high-end Baijiu specially designed for big happy moments celebration. With the shape of bamboo and Chinese blue, it integrates classical and modern, shows oriental aesthetics and cultural connotation, gives the blessing of transcending oneself and achieving success, and reflects the brand's profound cultural precipitation and virtues. OPERATION / FLOW / INTERACTION: The positive meaning of bamboo shape and indigo color, as well as the environmental protection concept in product details would be accepted and shared by modern consumers with pleasure, which is conducive to the promotion of products. It could add the value of collection, gift and display of the product when the creation is presented on bottle in the art and culture way. PROJECT DURATION AND LOCATION: The project started in Shanghai in October 2022 and was completed in April 2023.And it will be launched at the largest sugar and wine fair in Chengdu, China in 2023. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The uniqueness and sense of quality are increased when the local plants pattern is adopted on the frosted glass bottle, showing the ecological and healthy connotation. The golden curved shape on the bottle shoulder symbolizes the origin valley. The animal and plant embossed patterns on the shoulder as well as the water pattern on the golden belt, representing the good environment of the area, reflecting the product concept that ecological protection and human health are closely related. SPECIFICATIONS / TECHNICAL PROPERTIES: Specifications: outer box size length 130mm * width 110mm * height 280mm The bottle body: diameter 84mm*230mm TAGS: Chinese Baijiu, ink painting, packaging design, gentleman, gift box RESEARCH ABSTRACT: The smart use of well-known Chinese cultural elements to express the uniqueness of the product and obtain the value recognition of consumers will help the product stand out in the homogeneous and competitive Chinese liquor industry. Empower brands and products with creative design and culture. CHALLENGE: In terms of production process, the bamboo arc bottle mold and color gradient transition are the most challenging parts, and it has gone through countless fine-tuning of details to achieve the desired effect. ADDED DATE: 2023-06-26 08:48:44 TEAM MEMBERS (3) : Creative Director: Chen Liang, Designer: Chu Mengjian and IMAGE CREDITS: Liang Chen, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: SHANGHAI GUIJIU 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 Maotai 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. |
| AWARD DETAILS | |
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Gaojiang Zhuangyuan Qin Chinese Baijiu Packaging by Liang Chen is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Liang Chen for design Gaojiang Zhuangyuan Qin here.· Press Members: Login or Register to request an exclusive interview with Liang Chen. · Click here to register inorder to view the profile and other works by Liang Chen. |
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