LadyPenguin P Wine Tasting Set Wine Package by Jansword Zhu

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DESIGN DETAILS
DESIGN NAME:
LadyPenguin P Wine Tasting Set

PRIMARY FUNCTION:
Wine Package

INSPIRATION:
Synaesthesia is the Key word of this design. Typo-taste Synaesthesia and illustration-taste Synaesthesia. We choose six kinds of typography and six animals to symbolized six characteristic of grape species, and the special flavor of species is also illustrated as beautiful scenery on the label.(like pine and cigar in cabernet sauvignon) Dante stands for Gruner Veltliner, Didot represents elegant Riesling, and Art Nouveau-style fonts for Moscato, Futura (Inspired) for The new world representative Syrah, the gentle Optima for Merlot. Also, the classical layout is much more acceptable than the geometric or simple design in wine market of China, We are in a different stage and context of Wine drinking than western country.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Different from western market, China consumer is still unfamiliar with wine. Most of the consumer don't even know the basic knowledge of wine species, not to tell the subtle flavor difference. This is a tasting set choosing from six different grape species, and we used Six kinds of typography to symbolized six characteristic of grape species, which can be known as Typo-Wine Synaesthesia. Figurative animal illustrations also represent its various features. (like Swan for Riesling, Elephant for merlot..etc.) And also the flavor is shown in the illustration, like mineral and honey flavor in Riesling. The label-reading process is a learning process that not only provoke the interest to the consumer with the product it self, but also the great wine culture that originated from Greek and Rome Empire.

OPERATION / FLOW / INTERACTION:
Mass consumer of China can not read the english brand name longer than 5 characters, thus we deprived "P" from Ladypenguin to emphasize the brand. The logo and brand strategy is also design by our studio and is already uploaded into optional file.

PROJECT DURATION AND LOCATION:
The project started in Jan 2018 in Bejing and finished in April 2010 in Beijing.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
emboss, 3D emboss, Pantone sliver877C

SPECIFICATIONS / TECHNICAL PROPERTIES:
bottle 70*70*300mm label 85mm*120mm

TAGS:
Both commercial & educational, Synaesthesia, Wine culture, Font culture

RESEARCH ABSTRACT:
The two main background of Chinese wine market that different from Western Wine market is, the lack of basic wine knowledge of ordinary consumer, and the addiction to the traditional and classic style of wine label. A minimalism graphic style wine label which hit the market in Europe will totally meet it waterloo in Chinese Market, the consumer still mania with the traditional and classic style. So we made a renovation on the idea layer and link the wine culture to font culture as a metaphor. By doing this, We change the dull instruction and learning process to a vivid and eye-catching procedure. the Learning process is like a decoding process that not only provoke the interest to the consumer with the product it self, but also the great wine culture that originated from Greek and Rome Empire.

CHALLENGE:
The Brand Ladypenguin is not only a wine seller, but also a wine online society which has numerous online followers (up to 10,000,000). The CEO Karla Wang graduated from Brown University/Le Cordon Bleu and has her own online wine program and her wine tasting text book with her original system. So the product of Ladypenguin is better to be both commercial and educational. We perfectly achieved this hard goal with this design. The information about the species is usually with a dull instruction book or words. But a integrative etching-like illustration solve the problem with a perfect answer.

ADDED DATE:
2019-02-28 16:29:03

TEAM MEMBERS (5) :
Chief Designer:Jansword Zhu, illustrator:Jansword Zhu, Account: Jinn Liu, Photographer:Zhang Chenglong and Assistant Designer:Sola Wang

IMAGE CREDITS:
Designer Jansword Zhu, Illustrator Jansword Zhu, Photographer Zhang Chenglong, 2018

PATENTS/COPYRIGHTS:
Copyrights belong to Jansword Zhu/LadyPenguin

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CLIENT/STUDIO/BRAND DETAILS
NAME:
LadyPenguin

PROFILE:
LadyPenguin is the largest wine society and brand founded by CEO Karla Wang. The brand has a great ambition not only provide wine in good quality to Chinese consumers, but also takes a educator role to spread wine knowledge to the Chinese market in initial stage. Jansword Design is a design studio focusing on branding, package design and product design in a new style,especially on foods, alcohol and art related cases. As the founder Jansword.Z was graduated from Musashino Art University, it has a trilingual communication ability and international understanding to face the internationalized needs from clients all over the world, such as GQ, Starbucks, Yokagames, Mobike etc.

NOMINATION DETAILS

Ladypenguin P Wine Tasting Set Wine Package by Jansword Zhu is a Nominee in Packaging Design Category.

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AWARD DETAILS

Ladypenguin P Wine Tasting Set Wine Package by Jansword Zhu is Winner in Packaging Design Category, 2018 - 2019.



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