Jinhui Liang, Keyong Dong and Rui Wu ᱨᱮᱱᱟᱜ Nianfenyuanjiang Gu3o ᱟᱨᱠᱷᱤ ᱧᱩᱸ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2023 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2023
Nianfenyuanjiang Gu3o ᱟᱨᱠᱷᱤ ᱧᱩᱸ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ
Jinhui Liang, Keyong Dong and Rui Wu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Anhui Gujing Distillery Co. Ltd
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#142192 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Nianfenyuanjiang Gu3o ᱟᱨᱠᱷᱤ ᱧᱩᱸ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Gu30 ᱫᱚ ᱵᱟᱭᱡᱤᱩ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨᱟᱠᱟᱱ ᱢᱤᱫᱴᱟᱹᱝ ᱵᱚᱛᱚᱞ ᱠᱟᱱᱟ, ᱵᱟᱭᱡᱤᱩ ᱫᱚ ᱪᱤᱱ ᱫᱤᱥᱚᱢ ᱨᱮᱭᱟᱜ ᱢᱟᱨᱮ ᱫᱚᱥᱛᱩᱨ ᱞᱮᱠᱟᱛᱮ ᱵᱮᱱᱟᱣᱟᱜ ᱟᱨᱠᱷᱤ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ Nianfenyuanjiang ᱡᱤᱱᱤᱥ ᱛᱷᱟᱨ ᱞᱮᱠᱟᱛᱮᱜᱮ ᱞᱟᱦᱟᱜ ᱠᱟᱱᱟ ᱟᱨ ᱢᱟᱲᱟᱝ ᱠᱷᱚᱱᱟᱜ ᱵᱚᱛᱚᱞ ᱨᱩᱯ ᱟᱨ ᱵᱤᱸ ᱨᱟᱡᱟ (ᱰᱨᱮᱜᱚᱱ) ᱪᱤᱛᱟᱹᱨ ᱫᱚ ᱡᱚᱛᱚᱱ ᱛᱮ ᱫᱚᱦᱚ ᱟᱠᱟᱱᱟ᱾ ᱵᱚᱛᱚᱞ ᱫᱚ ᱥᱟᱨᱤᱱ ᱢᱮᱱᱛᱮ ᱢᱤᱫᱴᱟᱹᱝ ᱢᱟᱨᱥᱟᱞ ᱟᱨ ᱧᱮᱞ ᱯᱟᱨᱚᱢᱚᱜ ᱡᱤᱱᱤᱥ ᱛᱮ ᱵᱮᱱᱟᱣᱟᱜ ᱠᱟᱱᱟ, ᱚᱱᱟᱛᱮ ᱠᱷᱚᱫᱟᱭᱟᱜ ᱰᱨᱮᱜᱚᱱ ᱪᱤᱛᱟᱹᱨ ᱫᱚ ᱟᱨᱦᱚᱸ ᱯᱷᱟᱨᱪᱟ ᱧᱮᱞᱚᱜᱼᱟ ᱟᱨ ᱵᱷᱤᱛᱨᱤ ᱨᱮᱱᱟᱜ ᱫᱟᱜᱟᱱ ᱡᱤᱱᱤᱥ ᱦᱚᱸ ᱟᱞᱜᱟ ᱛᱮ ᱧᱮᱞᱚᱜᱼᱟ᱾ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ ᱥᱤᱥᱟ (ᱜᱞᱟᱥ), ᱯᱞᱟᱥᱴᱤᱠ, ᱮᱠᱨᱤᱞᱤᱠ ᱟᱨ ᱠᱟᱜᱚᱡᱽ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱨᱟᱡᱽᱜᱟᱹᱰᱤ ᱞᱮᱠᱟᱱ ᱪᱤᱱᱦᱟᱹ ᱠᱚ ᱫᱚ ᱟᱨᱠᱷᱤ ᱛᱮᱭᱟᱨ ᱴᱷᱟᱶ ᱨᱮᱭᱟᱜ ᱡᱤᱞᱤᱧ ᱱᱟᱜᱟᱢ ᱠᱚ ᱩᱭᱦᱟᱹᱨ ᱚᱪᱚᱭᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮᱭᱟᱜ ᱩᱫᱮᱥ ᱫᱚ ᱡᱤᱱᱤᱥ ᱫᱚ ᱵᱟᱭᱡᱤᱩ ᱵᱟᱡᱟᱨ ᱨᱮᱭᱟᱜ ᱪᱮᱛᱟᱱ ᱛᱷᱚᱠ (ᱯᱨᱤᱢᱤᱭᱟᱢ) ᱨᱮ ᱫᱚᱦᱚᱭ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Nianfenyuanjiang Gu3o ᱟᱨᱠᱷᱤ ᱧᱩᱸ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Nianfenyuanjiang Gu3o ᱟᱨᱠᱷᱤ ᱧᱩᱸ ᱡᱤᱱᱤᱥ ᱨᱮᱭᱟᱜ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Width 15.4cm x Depth12cm x Height 28.5cm
- ᱴᱮᱜ ᱠᱚ
- Baijiu, spirit, packaging
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- glass, plastic, acrylic, paper
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- from 2021 to 2022, Bozhou City, Anhui Province, China
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- President:Jinhui Liang
Director of Brand Management Center:Keyong Dong
Product Designer:Rui Wu
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
