Guotai Danqing Boya Packaging by Hai Zhu |
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| DESIGN NAME: Guotai Danqing Boya PRIMARY FUNCTION: Packaging INSPIRATION: Graceful Boya lotus is cherished for its aesthetic appeal. Danqing, originally two pigments commonly used in ancient China, later refers to the painting art. Zhao Ji, Emperor Huizong of the Song Dynasty, was highly skilled in calligraphy and painting. His Auspicious Cranes shows the essence of traditional Chinese culture, and conveys good wishes for auspiciousness, longevity, and purity. The packaging integrates the elements, highlighting the charming classical art and innovative modern design. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Named Danqing Boya, the Jiang flavor Chinese Baijiu packaging takes green as the main color, with an elegant portrayal of the graceful Boya lotus. Based on Danqing, it offers a modern interpretation of Auspicious Cranes, a creation by Emperor Huizong of the Song Dynasty, inheriting and embodying aesthetics of the Song Dynasty. The packaging is a timeless piece of art and a wordless historical epic, guiding drinkers on a profound cultural exploration journey. OPERATION / FLOW / INTERACTION: The packaging design prioritizes user experience. It features a smooth opening or closing mechanism, an exquisite cap, and a comfortable grip, aesthetically pleasing and practical. The bottle shaped into a gourd conveys profound cultural significance, each touch akin to exploring the origin of an ancient tale. Meticulously painted soaring cranes, and elegant decorations resembling auspicious clouds, make the packaging more like a beautiful scroll painting unfolding before users. PROJECT DURATION AND LOCATION: This project was designed by the end of 2023 in Chengdu, and launched in January, 2024 in China. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The outer box adopts traditional woodblock printing technique, resulting in clear patterns with a vintage aesthetic. The ceramic bottle, undergoing multiple times of high temperature firing, realizes high sturdiness. The metal and ceramic elements are crafted and combined via mechanical and handmade techniques, ensuring the durability and integrity of the bottle. The painted cranes on the bottle represent an endless pursuit of artistic beauty and a commitment to cultural inheritance. SPECIFICATIONS / TECHNICAL PROPERTIES: Bottle capacity: 1500ml TAGS: Boya lotus, Auspicious Cranes by Zhao Ji, Chinese Baijiu packaging, gourd shape, Chinese traditional culture RESEARCH ABSTRACT: This is an exploration journey to seek history and inherit culture. The design team conducted extensive and profound literature research on ancient forms of containers for liquid, artistic characteristics of Auspicious Cranes, and traditional painting techniques. They also drew inspiration from gourds, which symbolize auspiciousness and prosperity, and are a ritual item of Taoism and Buddhism. The resultant packaging with historical and cultural significance pays artistic homage to modern life. CHALLENGE: The original intention of the design is to inherit and promote Baijiu culture and Eastern culture. The challenge was how to integrate classical elements with modern design language while striking a balance between practicality and aesthetic value. The packaging, with each crane meticulously detailed in terms of feathers and postures, retains the charm of Auspicious Cranes to the fullest extent, thus meeting modern production standards and embodying classical beauty. ADDED DATE: 2023-09-27 07:42:41 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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Guotai Danqing Boya Packaging by Hai Zhu is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Hai Zhu for design Guotai Danqing Boya 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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