Guotai Longjiu Zuncang
Chinese Baijiu Packaging for Guizhou Guotai Liquor Group Co., Ltd.
This is a high end product named Dragon, produced in the famous Baijiu producing area Chishui River. The golden visual center looks like the Chishui River flowing through the Yungui Plateau and also like a dragon moving through the clouds. Ceramics and brocade are two major inventions of China. Ceramic bottles are shaped like imperial jade seals, and brocade is used for wine labels, just like the fabric used to make emperor dragon robes, both reflect the nobility and scarcity of products.
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Guotai Longjiu Zuncang by Ying Song Brand Design Co Ltd
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Chinese Baijiu Packaging by Ying Song Brand Design Co Ltd
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Ying Song Brand Design Co Ltd Guotai Longjiu Zuncang
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Ying Song Brand Design Co Ltd Chinese Baijiu Packaging
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Ying Song Brand Design Co Ltd Design Team Photo
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Guizhou Guotai Liquor Group Co Ltd Brand Logo
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Unique Properties
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.
Tags
Chinese Baijiu packaging, packaging design
Production 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.
Design 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.
Project Duration
The project started in Shenzhen in October 2022, it was completed in December 2023 and went on sale in China around December 18, 2023.
Operation Flow
Bottle with metal cap from top
Research
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.
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.
Image Credits
IMAGE#1: Yingsong Chen, IMAGE#2: Yingsong Chen, IMAGE#3: Yingsong Chen, IMAGE#4: Yingsong Chen, IMAGE#5: Yingsong Chen,
Project Overview
Guotai Longjiu Zuncang Chinese Baijiu Packaging has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Ying Song Brand Design Co., Ltd was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Guotai Longjiu Zuncang Chinese Baijiu Packaging.
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