Guotai Longjiu Zuncang Chinese Baijiu Packaging by Ying Song Brand Design Shenzhen Co., Ltd |
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| DESIGN NAME: Guotai Longjiu Zuncang PRIMARY FUNCTION: Chinese Baijiu Packaging INSPIRATION: The shape of the emperor's jade seal and the five-clawed golden dragon pattern woven using weaving techniques on the emperor's dragon robe inspired me to create. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This is a high-end product called "Dragon", produced in the famous liquor-producing area "Chishui River". The golden visual center looks like the Chishui River flowing through the Yunnan-Guizhou Plateau, and like a dragon shuttling in the clouds. Ceramics and brocade are two great inventions of China. The ceramic bottle is shaped like an imperial seal, and brocade is used for the wine label, just like the fabric used to make the emperor's dragon robe, reflecting both the nobility and scarcity of the product. OPERATION / FLOW / INTERACTION: Bottle with metal cap from top PROJECT DURATION AND LOCATION: The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: We referenced a large number of royal dragon patterns for the redesign, striving to follow the beautiful shapes and postures of classical dragon patterns. However, rendering complex dragon patterns on woven fabrics is a very difficult challenge. The artistic value of Chinese brocade lies in how the brocade is made by converting hand-drawn lines into pixel-like dot-matrix data, which is then converted into a loom to render the original pattern as realistically as possible. SPECIFICATIONS / TECHNICAL PROPERTIES: bottle 90mm x 90mm x 215mm Ceramic, metal, brocade TAGS: Chinese Baijiu packaging, packaging design RESEARCH ABSTRACT: Research type: Liquor packaging; Research goal: Promote project sales; Method: Design a new project; Data collection: Start with customer purchasing preferences; Tools used: Design software; Effect: The project started smoothly and the sales situation was very good. CHALLENGE: The most difficult part was how to realistically render the intricate dragon pattern on the brocade fabric. This involves the field of textile technology, and our designers need to understand the manufacturing methods and processes of brocade. We need to combine design solutions with actual technology to ensure the perfect presentation of the final product as much as possible. ADDED DATE: 2024-04-06 10:20:55 TEAM MEMBERS (3) : Creative Director: Yingsong Chen, Design: Li Haibo, Cheng Wenbing, and 3D: Hu Wei IMAGE CREDITS: IMAGE#1: Yingsong Chen, IMAGE#2: Yingsong Chen, IMAGE#3: Yingsong Chen, IMAGE#4: Yingsong Chen, IMAGE#5: Yingsong Chen, |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Guizhou Guotai Liquor Group Co., Ltd. PROFILE: Cathay Liquor originates from Maotai Town, the core production area of China's authentic Daqu Moutai flavored liquor, covering an area of 7.5 square kilometers. Maotai Town's unique water source, land, temperature, climate and microorganisms make it the only origin of authentic Daqu Maotai flavored liquor. Cathay Wine is known as "Jade in the mouth, gold in the wine". |
| AWARD DETAILS | |
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Guotai Longjiu Zuncang Chinese Baijiu Packaging by Ying Song Brand Design Shenzhen Co., Ltd is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Ying Song Brand Design Shenzhen Co., Ltd. · Click here to view the profile and other works by Ying Song Brand Design Shenzhen Co., Ltd. |
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