Gold Packaging Design · 2020
Gujinggong Liquor
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Yuto
- Estimated Number of Design Views: 61,486
- Verification code 5480F64BA0 · Verify this award
About Gujinggong Liquor
The cultural stories handed down by the people are presented on the packaging, and the patterns of dragon drinking are meticulously drawn. The dragon is respected in China and symbolizes auspiciousness. In the illustration, the Dragon comes out to drink. Because it is attracted by wine, it hovers around the wine bottle, adding traditional elements such as Xiangyun, palace, mountain and river, which confirms the legend of Gujing tribute wine. After opening the box, there will be a layer of card paper with illustrations to make the box have the overall display effect after opening.
Cheng Tian Sheng's Gujinggong Liquor packaging exemplifies an approach to premium spirits presentation that achieves remarkable synthesis between material restraint and narrative complexity. The design operates through deliberate contrast, positioning a vessel of classical proportions and understated elegance beside an illustration of considerable visual density, thereby honoring both meditative simplicity and celebratory abundance within a single presentation system. The porcelain bottle draws upon centuries of ceramic craft tradition, its vertically ribbed surface creating rhythmic light modulation while the cool white glaze suggests purity and refinement appropriate to the contents within. This formal austerity finds its complement in the presentation box, where mythological imagery unfolds with cinematic grandeur through the die-cut aperture that transforms the act of viewing into an unveiling experience. The dragon imagery carries deep cultural significance as symbols of celestial power, prosperity, and auspicious transformation, their dynamic poses suggesting eternal movement through cosmic space while their golden scales and flowing manes demonstrate exceptional illustrative accomplishment. The color orchestration reveals sophisticated understanding of chromatic relationships, deploying the cool atmospheric blues as an environmental field from which the warm golden creatures emerge with luminous presence. Traditional wave and cloud motifs receive contemporary interpretation through precise graphic rendering that maintains calligraphic fluidity while achieving crisp definition suitable for commercial reproduction. The ceremonial vessel depicted within the scene establishes conceptual continuity between ancient ritual practice and contemporary celebration, positioning the product within an unbroken lineage of cultural significance. One might observe how the design invites contemplation of heritage and craftsmanship as intertwined values, suggesting that the appreciation of fine spirits participates in traditions extending far beyond mere consumption into realms of cultural memory and aesthetic cultivation.
Press Kit
- Unique Properties
- Packaging in the structure of more innovation and try. Considering the actual function and display effect of the package, we can fully feel the cultural orientation and excellent quality of the product when opening the package, and convey the unique flavor of the wine through Chinese illustration.
- Dimensions & Packaging
- Width (200 mm) x depth (120 mm) x height (280 mm),Bottle capacity 500ml
- Tags
- Liquor, tradition, Folk tradition,Illustration,nongovernmental
- Production Technology
- This wine bottle is made of ceramics. Nine lines on the front represent the number 9, and five lines on the back represent the number 5. The ancients believed that nine is the largest of the odd numbers and has the highest significance, while five in the middle of the Yang number means harmony. Once the two numbers are combined, it means dignity, harmony and auspiciousness.
- Design Challenge
- Try to use the story illustration to reflect a kind of liquor, it will be different from the traditional Chinese liquor. Some traditional consumers will not accept such novel packaging. So want to make bold innovation attempts.
- Project Duration
- The project started in Shenzhen in April 2019 and completed in Shenz in December 2019
- Operation Flow
- The packaging is opened in one piece, and when you press the button and open the box, the neto and the bottle will automatically rise, and the multi-layer cardboard illustration is displayed at the same time. The packaging can be produced by automated machines without manual labor, which is optimized in terms of production cost and production cycle. The packaging illustrations are printed on environmentally friendly paper, which can be reused and recycled to reduce some pollution.
- Research
- Draw a picture with the story of a dragon coming out to drink. On the positive side of the package, it shows that the Chinese dragon is auspicious, the people like it, and the people expect the dragon to appear. The taste of this wine can make the Dragon come out to drink and people will remember it. After opening the box, there are also layers of cardboard paintings inside, which can be placed at home for display.
- Inspiration
- In ancient China,it is said that the dragon can walk through clouds and rain, eliminate disasters and bring down blessings, symbolizing auspiciousness. It has always been the Chinese traditional custom to pray for peace and harvest by dragon dance. With the creative point of dragon drinking, the China’s wine culture has been inherited for thousands of years. Meanwhile, the cultural background and product quality of GuJingGong wine can be acknowledged by the public.
Colors of Gujinggong Liquor
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