Gold Packaging Design · 2020
Wen Niang Yellow Rice Wine
by Tiger Pan
- A' Design Award 2020 Gold Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Shenzhen Wanshengtang Industry Co., Ltd
- Estimated Number of Design Views: 39,653
- Verification code 751D29D8B3 · Verify this award
About Wen Niang Yellow Rice Wine
Wen Niang is packaging designed for Chinese yellow rice wine. The bottle is made of glass, while most yellow rice wine is packed in ceramics. The glass surface adds gloss and texture. A crane with spread wings is embossed on the shoulder of the bottle and covers more than 320 degrees of the surface. The crane holds a high position in oriental culture, where it stands for integrity, elegance, health and long life. The bottle measures 90 millimeters in diameter and 260 millimeters in height. The modern form aims to interest younger consumers.
TIGER PAN's Wen Niang Yellow Rice Wine packaging represents a distinguished achievement in contemporary luxury beverage design, synthesizing traditional cultural iconography with refined modern material sensibilities to create an object that transcends mere functional containment. The work demonstrates sophisticated understanding of how packaging can elevate the consumer experience through ceremonial presentation, employing an architectural framework of natural wood and polished metal that transforms the act of handling into ritual gesture. The crane motif embossed upon the amber glass vessel draws upon centuries of symbolic tradition where this graceful bird represents longevity, prosperity, and spiritual elevation, its presence here suggesting the honored heritage of the rice wine tradition while the three-dimensional rendering technique showcases remarkable technical accomplishment in glass manufacturing. The designer appears to have considered how light interaction would animate the static object, allowing the golden liquid within to glow with warm luminosity that emphasizes purity and quality while the reflective chrome elements create dynamic visual interest as viewing angles shift. Material selection demonstrates thoughtful consideration of haptic experience alongside visual appeal, the substantial wooden discs offering warm tactile contrast to cool metal while their prominent grain patterns speak to natural authenticity and aged wisdom. The overall compositional restraint, limiting the palette to essential materials and avoiding superfluous decoration, reflects contemporary luxury codes where quality of materials and precision of execution communicate value more eloquently than ornamental excess. One might observe how the carrying handle transforms the package into a portable treasure, inviting gift-giving rituals while protecting the precious contents within its architectural embrace. How might this synthesis of ancient symbolism and contemporary design philosophy influence your perception of the traditions it honors?
Press Kit
- Unique Properties
- Wen Niang is product developed jointly by Wanshengtang and Guyuelongshan,the most famous producer of Chinese yellow rice wine.The product is made with an aim to raise public attention to this wine,as the developing of its market is falling far behind those of other alcohol products.We adopt modern techniques and crafts to present a traditional wine's package.
- Dimensions & Packaging
- Diameter: 90mm
Height:260mm - Tags
- yellow wine, rice wine, tigerpan, crane, embossment, Wen Niang
- Production Technology
- The glass material will differentiate the wine from its competitive brands, who are normally packed in ceramics. Bottled in glass, the gloss and texture is upgraded on the surface. The wing-spreading crane is embossed on the shoulder-dropping bottle, which brings the traditional wine to a modern, more graceful and fascinating level, drawing attention of younger consumers.
- Design Challenge
- How to emboss a spreading crane on a glass bottle is a major challenge of this case. Most embossment works are normally covering a certain angle, instead of 360 degrees' encirclement. This spreading crane will cover over 320 degree of bottle and all details must be perfected. Therefore, both the illustration and the embossment are both following an industrial guide, so that the crane and the bottle can be produced aesthetically and repeatably.
- Project Duration
- The project lasts 2 months, designed in Shenzhen and produced in Shaoxing, Zhejiang.
- Operation Flow
- The packaging design raises heated discussions in the industry, not only because Wen Niang has subverted the stereotype of yellow rice wine, but also because it balances out between traditional alcohol culture and modern design language.
- Research
- Yellow rice wine is one of the most important three fermented alcohol drinks, occupying a key position in Chinese culture. Compared with Chinese white spirits, it is more healthy and mild. Most products of yellow rice wine are packed in ceramics, which is costly and counterproductive, to achieve the effect of localization. Graphic design or bottle shaping are limited on ceramics. Wen Niang, however, breaks the constraint of packaging material and adopt glass to rejuvenate the old wine.
- Inspiration
- A crane surrounds the glass bottle so to endow the wine with life and soul.Crane possesses a lofty position in oriental culture.It stands for integrity and elegancy in personality, health and longevity in body,which is same with the function of the health-preserving wine.Through a modern package of the old wine,we aim to draw the young's attention and spread the Chinese culture of crane.
- Image Credits
- Image #1:Designer Tiger Pan, Qian Chi;Illustrator:Ping Yi;Picture credit:Juanjuan Wu;Technician:Zhangkun Xie;Project Manager:Crystal You
Image #2:Designer Tiger Pan, Qian Chi;Illustrator:Ping Yi;Picture credit:Juanjuan Wu;Technician:Zhangkun Xie;Project Manager:Crystal You
Image #3:Designer Tiger Pan, Qian Chi;Illustrator:Ping Yi;Picture credit:Juanjuan Wu;Technician:Zhangkun Xie;Project Manager:Crystal You
Image #4:Designer Tiger Pan, Qian Chi;Illustrator:Ping Yi;Picture credit:Juanjuan Wu;Technician:Zhangkun Xie;Project Manager:Crystal You
Image #5:Designer Tiger Pan, Qian Chi;Illustrator:Ping Yi;Picture credit:Juanjuan Wu;Technician:Zhangkun Xie;Project Manager:Crystal You
Colors of Wen Niang Yellow Rice Wine
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