Jundao Shanhe Chinese Baijiu Packaging by Liang Chen |
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| DESIGN NAME: Jundao Shanhe PRIMARY FUNCTION: Chinese Baijiu Packaging INSPIRATION: Chinese landscape picture is a unique traditional painting art in the East, the conception and aesthetics expressed in the picture contain the emotions of love for the country and nature, and convey the moral belief of justice, benevolence and integrity. It's the combination of the culture and virtue. Therefore, the inspiration is obtained from the conception of the painting and skillfully integrated the image of the production area into it to highlight the cultural connotation of the product. UNIQUE PROPERTIES / PROJECT DESCRIPTION: In the theme of "the man of virtue has a broad mind and care about the whole nature", this high-end Baijiu for purpose of collection and gift, shows the good environment of the origin by using the traditional Chinese ink painting, which brings a natural infection effect of ink to blend the images of mountains and rivers and introduces asenseofimmersive. It also contains the life attitude and cultural beliefs of loving the country, protecting the ecology, and inheriting the culture. OPERATION / FLOW / INTERACTION: It combined the conception of the six virtues of the man implied by the hexagonal bottle with the traditional Eastern art and painting expression, helping it to enjoy a better application on cultural scenes such as art exhibitions and commemorative activities to get a widespread popularity. The golden cap is also a separate decoration, increasing the cultural attributes of the product. It's available for exclusive private customization, collection and gifting, expanding multiple experiences. PROJECT DURATION AND LOCATION: Start date: March 2020 Completed in November 2020 and exhibited at the Splendid Mountains and Rivers Conference in Sanya, China in March 2023 FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The conception of oriental aesthetics is presented by the natural infection effect of the painting when the baking process is applied to print the picture on the white ceramics bottle. Chishui River, the exclusive origin area, its topography is outlined by the bronzing process, and the figure of the mountain and river on the golden cap, implying a harmonious ecological environment. The outer box is made of eco-friendly material and a rich touch produced by the unique bronzing platinum process. SPECIFICATIONS / TECHNICAL PROPERTIES: Specifications: outer box size: length 230mm * width 230mm * height 260mm Bottle body diameter 150mm* height 170mm TAGS: Chinese Baijiu, ink painting, packaging design, gentleman, gift box RESEARCH ABSTRACT: In China, the quality of Baijiu is highly correlated with one's moral beliefs, and those who with noble personality and good moral character are called "the man of virtue", which is the core theme of the product. The artistic conception shown by landscape painting reflects the mind and virtue of a man. A more profound cultural connotation and lofty personality belief are conveyed by above, promoting the establishment of good social responsibility and values of the brand. CHALLENGE: The craftsmanship is the most difficult part of the entire design activity. The cap is of a mountain shape and it must be carefully polished manually to obtain a image of polished and slender river in the mountains with a golden matte texture. Pure gold flower paper is added to the ordinary flower paper of the ceramic bottle body, repeated experiments are required in the temperature adjustment to ensure the final consistent effect, so that the two materials can be integrated perfectly. ADDED DATE: 2023-06-26 08:56:55 TEAM MEMBERS (2) : Creative Director: Chen Liang and Designer: Zhou Hong 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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Jundao Shanhe Chinese Baijiu Packaging by Liang Chen is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Liang Chen for design Jundao Shanhe 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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