Jiachen Dragon Liquor Packaging by Hai Zhu |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Jiachen Dragon PRIMARY FUNCTION: Liquor Packaging INSPIRATION: The packaging design is inspired by the Old Summer Palace Gardens, considered masterpieces of gardening art both in China and abroad, and the dragon, a totem that symbolizes the Chinese nation. As a treasure of Chinese culture, the Old Summer Palace Gardens bring profound historical heritage and artistic charm to the design. Meanwhile, the dragon represents power, honour, luck, and success, adding a strong cultural connotation and mysterious aura to the packaging. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The outer packaging box and the bottle of this Chinese Baijiu are inspired by the artistic elements of the Old Summer Palace Gardens and the dragon totem culture of the Chinese Zodiac. The aim is to pay homage to Chinese culture, history, and traditions with modern craftsmanship and artistic connotation, creating a profound and meaningful cultural experience. OPERATION / FLOW / INTERACTION: By incorporating the elements of the Old Summer Palace, customers can easily identify the theme. The bottle features a vivid image of the Hall of National Peace gate, making it not just a container but a work of art that resonates emotionally with consumers, connecting them with history and culture. The dragon head on the bottle is inspired by the Old Summer Palace, and the tridimensional shape on both sides showcases the majesty and nobility of the dragon as a symbol of the Chinese nation. PROJECT DURATION AND LOCATION: It was designed and developed in Chengdu at the end of 2023 and launched in January 2024 in China. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The bottle is crafted with delicate coloured glaze, and the outer box is made of high quality paper and printing techniques, making the packaging a combination of artistic beauty and protective functionality. SPECIFICATIONS / TECHNICAL PROPERTIES: A one-pound package: 150mm x 75mm x 270mm A two-pound package: 165.5mm x 93.5mm x 287mm TAGS: Cultural and creative Baijiu packaging, the Old Summer Palace Gardens architectural elements, Dragon totem culture, Traditional Chinese culture, Art collection liquid RESEARCH ABSTRACT: The design team has emphasised respecting and preserving the traditional Chinese culture while considering the brand culture and consumer emotional resonance. To accomplish this, they drew inspiration from the classical architecture of the Old Summer Palace and the totem culture of the dragon. The objective was to create a fusion of tradition and modernity, brimming with cultural significance, in a Baijiu packaging that offers consumers a distinctive drinking experience. CHALLENGE: The challenge was integrating traditional and modern elements while creating an aesthetically pleasing package that would appeal to the modern consumer while remaining culturally relevant. The novelty of the packaging design lies in its reference to the classical architecture of the Old Summer Palace, which is visible in the print on the outer box and the bottle. The designers have also employed the dragon totem, creating an artistically beautiful and modern product. ADDED DATE: 2023-09-27 07:40:01 TEAM MEMBERS (1) : Hai Zhu IMAGE CREDITS: Hai Zhu, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Guizhou Guotai Wine Industry Group Co., Ltd. PROFILE: Guizhou Guotai Wine Industry Group Co., Ltd. is the second largest brewing enterprise in Maotai Town, which has been carefully built by Tasly Health Industry Investment Group after more than 20 years. The company deeply implements the new development concept, takes the new industrialization road, adheres to the tradition is not mud, scientific innovation is not ancient, and continues to promote the transformation and upgrading of traditional brewing to intelligent brewing. |
| AWARD DETAILS | |
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Jiachen Dragon Liquor Packaging by Hai Zhu is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Hai Zhu for design Jiachen Dragon here.· Press Members: Login or Register to request an exclusive interview with Hai Zhu. · Click here to register inorder to view the profile and other works by Hai Zhu. |
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