Lidu Sorghum Baijiu Beverage by Wen Liu and Bo Zheng

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DESIGN DETAILS
DESIGN NAME:
Lidu Sorghum Baijiu

PRIMARY FUNCTION:
Beverage

INSPIRATION:
The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.

OPERATION / FLOW / INTERACTION:
This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.

PROJECT DURATION AND LOCATION:
The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The packaging size is 70mm in length, 70mm in width and 260mm.

TAGS:
Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language

RESEARCH ABSTRACT:
In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.

CHALLENGE:
It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.

ADDED DATE:
2019-07-25 10:00:38

TEAM MEMBERS (3) :
Designer: Wen Liu, Designer: Bo Zheng and Designer: Weijie Kang

IMAGE CREDITS:
Image #1: Creator Wen Liu, Lidu Sorghum Baijiu, 2018
Image #1: Creator Bo Zheng, Lidu Sorghum Baijiu, 2018
Image #1: Creator Weijie Kang, Lidu Sorghum Baijiu, 2018

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CLIENT/STUDIO/BRAND DETAILS
NAME:
SHENZHEN ORACLE CREATIVE DESIGN CO.,LTD

PROFILE:
Shenzhen Oracle Creative Design Company(Oracle Creative Design, short name OCD) ,founded in 2006, is a creative design company that continuously integrates the world's top creative resources. It focuses on fast-moving consumer goods. It is adhering to the design concept of “minimal and extraordinary”. It is also adhering to the innovative spirit of original design and paying attention to the cost of business. It always regards product marketing and brand strategy growth as the only indicators to measure design, aiming to build China's creative ecosystem.

NOMINATION DETAILS

Lidu Sorghum Baijiu Beverage by Wen Liu and Bo Zheng is a Nominee in Packaging Design Category.

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AWARD DETAILS

Lidu Sorghum Baijiu Beverage by Wen Liu and Bo Zheng is Winner in Packaging Design Category, 2019 - 2020.



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