Martial Essence In Brew Packaging by Zhejiang Sci-Tech University |
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| DESIGN NAME: Martial Essence In Brew PRIMARY FUNCTION: Packaging INSPIRATION: The packaging design draws inspiration from Yongjia Fenglin Southern Fist, utilising smooth golden lines to depict six classic movements that showcase vitality and strength, perfectly aligning with the benefit of Laojiuhan for meridian relaxation. Meanwhile, the product name is written in Xingkai with solid and bold strokes, and the droplet pattern on the lower part of character Han reflects the brewing process of Laojiuhan, which is collecting beads like sweat during distillation. UNIQUE PROPERTIES / PROJECT DESCRIPTION: A brewing process of an intangible cultural heritage brews Laojiuhan in Yongjia, Wenzhou. For its packaging, the design incorporates the Fenglin Southern Fist of Yongjia, also an intangible cultural heritage, as a creative element. It combines vivid martial arts images with vigorous calligraphy, and the black and gold colours present a sense of understated luxury. This design highlights the preciousness of Laojiuhan and pays tribute to and preserves the traditional culture. OPERATION / FLOW / INTERACTION: The engraved mountain and river designs on the bottle and cap are both visually pleasing and functional. The embossed texture enhances the visual hierarchy and enriches the tactile sensation. Meanwhile, it symbolises Yongjia, the hometown of LAOJIUHAN, where fertile landscapes nourish excellent liquor, deepening consumer understanding and impressions of the product. In addition, the texture has an antislip effect, providing users with a more secure grip, especially when pouring liquor. PROJECT DURATION AND LOCATION: The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The bottle features a subtle black matte finish, which is complemented by a metal cap in gold colour, giving it an understated yet luxurious texture, in keeping with the preciousness of distilling one hundred jins of yellow rice wine to get only three liangs of LAOJIUHAN. In addition, the bottle and cap are engraved with delicate mountain and river ornamentations, adding a unique visual appeal to the overall packaging design. SPECIFICATIONS / TECHNICAL PROPERTIES: Bottle: 500ml TAGS: Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance RESEARCH ABSTRACT: After conducting market research, the design team discovered that many liquor packaging designs blindly prioritise fancy visuals over regional cultural characteristics and depth, resulting in pretty but superficial packaging. To promote the local culture and create new market opportunities, the packaging of LAOJIUHAN ingeniously blends the intangible cultural heritage element of Fenglin Southern Fist with regional landscape features, resulting in a visual identity rich in brand recognition. CHALLENGE: In the design process, the challenge was showcasing the brewing feature and cultural depth. The designers outlined the classic movements of Southern Fist with concise lines to show strength and agility, echoing the handmade brewing and its benefit for meridian relaxation. The droplet pattern on the lower part of the character HAN symbolises its unique brewing process with preciousness. The bottle is engraved with delicate Yongjia mountain and river ornamentations, adding regional features. ADDED DATE: 2023-09-26 03:21:34 TEAM MEMBERS (1) : Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang IMAGE CREDITS: Zhejiang Sci-Tech University, 2023. |
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NAME: Zhejiang Sci-Tech University PROFILE: The school has a strong faculty. There are 2,588 staff members in the school, including 336 with senior titles and 692 with associate senior titles. It has 1 academician of the Chinese Academy of Engineering, 2 academicians of developed countries, 5 leading talents of the National High-level Talent Special Support Program, 3 outstanding young Science Fund winners of the National Natural Science Foundation, 4 outstanding young Science Fund winners, 5 national candidates for the "New Century Millions of Talents Project", and 1 young and middle-aged expert with outstanding contributions to the country. There are 2 cultural celebrities and "Four batch" talents, 8 people in the "New Century Outstanding Talents Support Plan" of the Ministry of Education, 3 young and middle-aged scientific and technological innovation leaders of the Ministry of Science and Technology, and 32 other national talents and experts. Fiber material science and engineering teachers team was selected as the third batch of national universities Huang Danian teachers team. In addition, a group of well-known experts and scholars at home and abroad are hired as adjunct professors and Jinsha scholars. |
| AWARD DETAILS | |
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Martial Essence in Brew Packaging by Zhejiang Sci-Tech University is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Zhejiang Sci-Tech University. · Click here to view the profile and other works by Zhejiang Sci-Tech University. |
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