Press Release
Jinhui Liang, Keyong Dong and Rui Wu Is Honored with the Silver A' Design Award for Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging in Packaging Design
Jinhui Liang, Keyong Dong and Rui Wu honored for packaging design by the international grand jury of the 2022 - 2023 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 20, 2023 /DesignNewswire/ A' Design Award & Competition has announced that Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging by Jinhui Liang, Keyong Dong and Rui Wu, designed for Anhui Gujing Distillery Co. Ltd, has been granted the Silver A' Design Award in the Packaging Design category. The award was conferred within the 2022 - 2023 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
About the Silver A' Design Award
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
About Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging
Gu30 is a bottle designed for baijiu, a traditional Chinese spirit. The design continues the Nianfenyuanjiang product line and keeps the established bottle shape and the dragon motif. The bottle is made with sarin, a bright and transparent material, so the carved dragon texture appears clearer and the liquid inside is easier to see. Glass, plastic, acrylic and paper are used in the packaging. Imperial elements recall the long brewing history of the distillery. The design aims to place the product in the premium segment of the baijiu market.
Award Record
With this recognition, Jinhui Liang, Keyong Dong and Rui Wu is a winner of 26 A' Design Awards. The awards were granted between the 2019 - 2020 and the 2022 - 2023 editions of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://dezigners.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/142192
- A' Design Award Page: https://competition.adesignaward.com/142192
- Media Showcase: https://www.designnewsroom.com/!142192
- Laureate Profile: https://dezigners.org/d/249896
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging
- Function
- Alcoholic Beverage Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Dark Slate Gray, Dim Gray, Dark Olive Green, Black and Gainsboro
- Images
- 5
- Client
- Anhui Gujing Distillery Co. Ltd
The Recognition
- Laureate
- Jinhui Liang, Keyong Dong and Rui Wu
- Country
- China
- Recognition
- Silver A' Design Award
- Edition
- 2022 - 2023
- Design ID
- #142192
Credits
- Team
- Jinhui Liang, Keyong Dong and Rui Wu
Design Details
- Unique Properties
- Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle.
- Inspiration
- This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
- Research
- Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
- Challenge
- The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
- Realization and Technology
- glass, plastic, acrylic, paper
- Operation and Interaction
- The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
- Project Duration and Location
- from 2021 to 2022, Bozhou City, Anhui Province, China
- Specifications
- Width 15.4cm x Depth12cm x Height 28.5cm
- Keywords
- Baijiu, spirit, packaging
