Press Release
Lidu Sorghum Baijiu Beverage by Wen Liu and Bo Zheng Is Granted the A' Design Award in Packaging Design
Wen Liu and Bo Zheng honored for packaging design by the international grand jury of the 2019 - 2020 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2020 /DesignNewswire/ A' Design Award & Competition has confirmed the A' Design Award in the Packaging Design category for Lidu Sorghum Baijiu Beverage by Wen Liu and Bo Zheng, designed for Shenzhen Oracle Creative Design Co., Ltd. The recognition forms part of the 2019 - 2020 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.
About the A' Design Award
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.
About Lidu Sorghum Baijiu Beverage
Lidu Sorghum Baijiu is a packaging design for a Chinese sorghum liquor. The bottle is made of crystal glass sprayed in green, and the bottle label and neck label use aged special paper. The cap combines metal and plastic, while the outer box is made of black special paper with gold and black patterns. The packaging measures 70 mm in length, 70 mm in width and 260 mm in height. The form is based on the original bottle prototype and follows a contemporary minimalist style. Simplified materials reduce waste and suit the taste of younger consumers.
Award Record
This recognition makes Wen Liu and Bo Zheng a winner of 9 A' Design Awards. All of the awards belong to the 2019 - 2020 edition 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. 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/89771
- A' Design Award Page: https://competition.adesignaward.com/89771
- Media Showcase: https://www.designnewsroom.com/!89771
- 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
- Lidu Sorghum Baijiu Beverage
- Function
- Beverage
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Black, Turquoise, Medium Sea Green, Gray and Gainsboro
- Images
- 5
- Client
- Shenzhen Oracle Creative Design Co., Ltd
The Recognition
- Laureate
- Wen Liu and Bo Zheng
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2019 - 2020
- Design ID
- #89771
Credits
- Team
- Wen Liu, Bo Zheng and Weijie Kang
- Image Credits
- Creator Wen Liu, Lidu Sorghum Baijiu, 2018; Creator Bo Zheng, Lidu Sorghum Baijiu, 2018; Creator Weijie Kang, Lidu Sorghum Baijiu, 2018
Design Details
- Unique Properties
- Lidu Sorghum Baijiu's brewing techniques began in the Yuan Dynasty. The technology of Baijiu making has been included in the list of Jiangxi Intangible Cultural Heritage after five generations. The idea of design is based on the basic prototype of Lidu Sorghum Baijiu's bottle. The design of Lidu Sorghum Baijiu conveys a contemporary minimalist fashion visual language. Young Chinese consumers could easily accept this visual result of design.
- Inspiration
- The design inspiration is from daily life discovery. There are many textures on the surface of the vase that is mainly to enhance the glass quality. Also, many items on the shelves seem to have a similar design style in the supermarket. Many famous brands would like to make a differentiation with minority brands, so they design a display rack for their own product and the result is more vivid and classy. Thus I applied these discovery elements into my design to present an ecologically harmonious image.
- Research
- In the age of high homogeneity of Chinese traditional liquor, the packaging design of Baijiu needs serious thinking on applying the visual language of Baijiu to distinguish similar products. The visual language of design should be accessible for consumers to understand. After analyzing the Baijiu market, it is found that consumers are not very familiar with Baijiu packaging. Thus it is important to apply an easy-to-understand visual language.
- Challenge
- It is very difficult to change the cognitive awareness of the product packaging of consumers. The design requires a lot of researching and analyzing the current market for the propose of breakthrough a traditional Chinese liquor packaging design. According to a big data analysis report that consumers are becoming more and more fashionable. A lot of consumers prefer a modern and minimalist design style. The way of consumption is becoming more rational.
- Realization and Technology
- The bottle is made of crystal glass and sprayed with green. The bottle label and the neck label are made of old special paper. The pattern text of the bottle is black and gold. The cap is made of metal and plastic. The box is made of black special paper. The text and pattern are gold and black gold.
- Operation and Interaction
- This work breaks through the packaging form of traditional Chinese liquor. It is very often to see a lot of Baijiu packaging is traditional design style in the Chinese market. Those packaging are not suitable for the aesthetics of young consumers. They are also not beneficial for the trend of recycling environmental protection. So it is necessary to simplify the materials and technologies of packaging in the design process. The way of consumption should return to the quality of the product itself, rather than the gorgeous packaging as it would lead to a waste of resources. My design intends to change the product packaging awareness of consumers and customers.
- Project Duration and Location
- The project began in October 2018 in Shenzhen, China, and completed in November 2018 in Shenzhen, China.
- Specifications
- The packaging size is 70mm in length, 70mm in width and 260mm.
- Keywords
- Baijiu, Baijiu packaging, Chinese, Consumer, Visual Language
