Zhejiang Sci-Tech University ᱨᱮᱱᱟᱜ Martial Essence In Brew ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ ᱨᱮᱭᱟᱜ ᱯᱟᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2024 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2024
Martial Essence In Brew ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ ᱨᱮᱭᱟᱜ ᱯᱟᱠᱮᱡᱤᱝ
Zhejiang Sci-Tech University ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Zhejiang Sci-Tech University
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#154615 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Martial Essence In Brew ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ ᱨᱮᱭᱟᱜ ᱯᱟᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱢᱟᱨᱥᱭᱟᱞ ᱮᱥᱮᱸᱥ ᱤᱱ ᱵᱨᱩ ᱡᱟᱦᱟᱸ ᱡᱚᱱᱚᱜᱡᱤᱭᱟ, ᱭᱚᱝᱡᱤᱭᱟ ᱚᱲᱟᱜ ᱡᱟᱦᱟᱸᱴᱮ ᱰᱤᱥᱴᱤᱞᱰ ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ (ᱞᱟᱣᱡᱤᱣᱦᱟᱱ), ᱟᱨ ᱚᱱᱟ ᱞᱟᱹᱜᱤᱫ ᱮᱠᱯᱮ ᱯᱟᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱨᱮ ᱯᱷᱮᱝᱞᱤᱱ ᱥᱟᱩᱛᱷᱚᱨᱱ ᱯᱷᱤᱥᱴ (ᱡᱟᱦᱟᱸ ᱮᱠᱚ ᱴᱷᱟᱶᱠᱚ ᱨᱮᱭᱟᱜ ᱢᱟᱨᱥᱭᱟᱞ ᱟᱨᱴ ᱠᱟᱱᱟ) ᱠᱚ ᱢᱩᱬᱩᱛ ᱞᱮᱠᱟᱛᱮ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱥᱚᱱᱟ ᱨᱮᱭᱟᱜ ᱨᱮᱠᱷᱟᱠᱚ ᱛᱩᱨᱩᱭ ᱮᱢᱟᱱ ᱠᱚ ᱠᱟᱲᱟᱭ ᱠᱟᱱᱟ, ᱟᱨ ᱚᱱᱟᱛᱮ ᱛᱟᱭᱚᱢ ᱧᱩᱛᱩᱢ ᱴᱷᱮᱲ ᱡᱩᱛᱟᱹᱣᱟᱜ ᱠᱟᱞᱤᱜᱨᱟᱯᱷᱤ ᱜᱮ ᱚᱞ ᱟᱠᱟᱱᱟ᱾ ᱢᱩᱬᱩᱛ ᱮᱠᱚᱭᱚᱜ ᱛᱟᱞᱟ ᱨᱮ ᱡᱟᱦᱟᱸ ᱰᱨᱚᱯᱞᱮᱴ ᱯᱮᱴᱟᱨᱱ ᱢᱮᱱᱟᱜᱼᱟ, ᱚᱱᱟ ᱰᱤᱥᱴᱤᱞᱮᱥᱚᱱ ᱯᱨᱚᱥᱮᱥ ᱠᱚ ᱵᱩᱡᱷᱟᱣ ᱠᱟᱛᱮ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱵᱚᱛᱚᱞ ᱨᱮᱭᱟᱜ ᱨᱚᱝ ᱵᱟᱦᱩ ᱠᱟᱲᱟ ᱟᱨ ᱢᱮᱴ ᱢᱮᱴ ᱠᱟᱱᱟ, ᱟᱨ ᱴᱚᱯ ᱨᱮ ᱥᱚᱱᱟ ᱢᱮᱴᱟᱞ ᱠᱟᱯ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱵᱚᱛᱚᱞ ᱟᱨ ᱠᱟᱯ ᱨᱮ ᱵᱩᱨᱩ ᱟᱨ ᱜᱟᱰᱟ ᱨᱮᱭᱟᱜ ᱟᱞᱚᱶᱠᱟᱨ ᱠᱚ ᱠᱷᱚᱫᱟᱭ ᱮᱢ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱡᱟᱭᱜᱟᱭ ᱨᱮᱭᱟᱜ ᱚᱲᱟᱠ ᱡᱟᱦᱟᱱ ᱟᱨ ᱦᱟᱛ ᱨᱮ ᱴᱷᱤᱨ ᱛᱮᱦᱮᱸᱰ ᱠᱚ ᱦᱚᱸ ᱮᱢ ᱠᱟᱛᱮ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱵᱚᱛᱚᱞ ᱨᱮ ᱫᱚ ᱫᱚ ᱮᱴᱟᱜ ᱢᱤᱞᱤᱠᱤᱥᱮᱞ ᱠᱚ ᱦᱚᱪᱚ ᱮᱢ ᱠᱟᱛᱮ ᱢᱮᱱᱟᱜᱼᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Martial Essence In Brew ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ ᱨᱮᱭᱟᱜ ᱯᱟᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Martial Essence In Brew ᱢᱰ ᱜᱚᱲᱚ ᱵᱚᱦᱚᱞ ᱨᱮᱭᱟᱜ ᱯᱟᱠᱮᱡᱤᱝ 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
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Bottle: 500ml
- ᱴᱮᱜ ᱠᱚ
- Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Feiyang Yuxue, Le He, Qingrui Du, Qingjie Zhang, Hongyi Wang
ᱥᱯᱚᱱᱥᱚᱨᱰ
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ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
