Press Release
Hong Lou Meng Dream Ten Packaging by Chuan Zhang Wins the A' Design Award in Packaging Design
Chuan Zhang acknowledged for packaging design by the international grand jury of the 2024 - 2025 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 19, 2025 /DesignNewswire/ Hong Lou Meng Dream Ten Packaging by Chuan Zhang has been granted the A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The award was conferred within the 2024 - 2025 A' Design Award & Competition and was reached 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.
What the A' Design Award Means
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
More About Hong Lou Meng Dream Ten Packaging
Hong Lou Meng Dream Ten is a luxury packaging design for baijiu, a traditional Chinese spirit. The bottle silhouette follows the roofline of the Grand View Garden, a setting from the classic novel Dream of the Red Chamber. Plantain leaf patterns are arranged around the bottle in layers, recalling folded skirts. The bottle is made of fine ceramic and finished with cloisonne enamel work, a traditional Chinese handicraft. Contrasting colours make the form visually clear. The shape supports easy handling and opening, and clear labelling presents the product information.
About Chuan Zhang
Zhang Chuan is a representative of the new generation of outstanding designers, the wine product packaging industry has been infected for more than 10 years, has been in charge of many well-known popular designs, cutting-edge ideas, advanced design concepts, bold style innovation, its excellent creativity and commercial market awareness, can weigh various options, and develop risk assessments, in order to present the best design results.
Award Record
This recognition makes Chuan Zhang a winner of 1 A' Design Award.
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. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://dezigners.org/design-category/packaging
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission 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. Entries are peer reviewed and anonymously evaluated 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. The A' Design Prize granted to eligible laureates 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, the upload of a work and the 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. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/164550
- A' Design Award Page: https://competition.adesignaward.com/164550
- Media Showcase: https://www.designnewsroom.com/!164550
- Laureate Profile: https://dezigners.org/d/359248
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
- Hong Lou Meng Dream Ten Packaging
- Function
- Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Midnight Blue, Black, Chocolate, Dim Gray and Dark Slate Gray
- Images
- 5
The Recognition
- Laureate
- Chuan Zhang
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2024 - 2025
- Design ID
- #164550
Design Details
- Unique Properties
- This luxury baijiu packaging draws inspiration from the timeless Chinese masterpiece, Dream of the Red Chamber, which vividly portrays China's cultural heritage, history, and societal landscape. By incorporating iconic elements such as the Grand View Garden and plantain leaf motifs into the design, it evokes fond memories of this literary classic while endowing the bottle with distinctive cultural significance.
- Inspiration
- The design embodies classical aesthetics from Dream of the Red Chamber. The bottle silhouette mirrors the roofline of the Grand View Garden, featuring rhythmic lines that resemble an artwork. The plantain leaf patterns are artistically arranged on the bottle, resembling layered skirts, adding grace and vitality. Utilizing cloisonne enamel craftsmanship further showcases Eastern charm exquisitely.
- Research
- This project responds to the demand in the high end baijiu market, where consumers value not only quality and taste but also the cultural connotation, aesthetic value, and uniqueness of packaging. This design addresses these needs by deeply integrating cultural elements from Dream of the Red Chamber, thereby meeting high end positioning and cultural conveyance demands.
- Challenge
- The challenge was merging cultural elements from Dream of the Red Chamber with contemporary design techniques to create uniquely appealing packaging. Through meticulously exploring the cultural implications and artistic styles of the novel, classic elements like Grand View Garden architecture and plantain leaf patterns were reinterpreted using modern design methods, achieving a harmonious blend of old and new, expressing the unique character and noble quality of the brand.
- Realization and Technology
- In terms of colour, traditional high end contrast combinations make the bottle visually more striking. Combining premium ceramic material with cloisonne enamel craftsmanship results in an exceptionally refined package. The ceramic is fine textured and vividly coloured, whereas the cloisonne technique exemplifies the exquisite skills of traditional Chinese handicrafts, lending a sense of nobility and luxury to the bottle.
- Operation and Interaction
- User experience was at the heart of the design process, ensuring the bottle was ergonomically shaped for easy handling and opening. Clear labelling enhances product information accessibility, while smart packaging design facilitates ease of use and protection.
- Project Duration and Location
- Initiated in Chengdu in March 2024 and launched in China in September of the same year.
- Keywords
- Luxury Baijiu Packaging, Inspired by Dream of the Red Chamber, Bottle Shape Inspired by Grand View Garden Roof, Traditional Plantain Leaf Patterns, Cloisonne Enamel Craftsmanship, Contrast Color Design
