Zhanggong Times
Alcoholic Beverage for Jiangxi Zhanggong Liquor Co., Ltd
Ganzhou, which is the ancient red capital, the cradle of the Republic, and the starting point of China's Long March, also the birthplace of China’s red culture. Red is the color of China and the Chinese nation, it is not only the spiritual totem of the Chinese people, but also the cultural symbol. This product is designed to carry the meaning of the times in red, also focusing on the history behind the times. Designer want to use this work to pay tribute to the Chinese People's Liberation Army and every witness, participant and promoter of the time.
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Zhanggong Times by Wen Liu
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Alcoholic Beverage by Wen Liu
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Wen Liu Zhanggong Times
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Wen Liu Alcoholic Beverage
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Jiangxi Zhanggong Liquor Co LtdBrand Logo
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Zhanggong Times Alcoholic Beverage Press Releases
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Zhanggong Times Alcoholic Beverage Media Articles
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Unique Properties
Zhanggong decides to create a good Baijiu based on Gan-flavor which truly represents Jiangxi province, also determines to dedicate it to the world, by naming it after the great "time". This is not only the mission and spirit of Zhanggong, but also the origin of "Zhanggong Times".
Tags
crafts, Baijiu, spirit, packaging, art, Zhanggong, cellar
Production Technology
Adopting special craftsmanship with goffered paper on the front of the package, and a metal plate for the main logo. For the material of bottle is made of ceramic with decorating firing.
Design Challenge
"Zhanggong Times" originates from Jiangxi province which full of fertile soil and red culture. In order to express the association between Jiangxi and the product. Visually, from the color to the bottle body, it is necessary to have a strong visual memory point. In response to this problem, red is definitely not traditional red when it is presented, but a symbolic combination of colors and auxiliary graphics. Also by extracting illustration elements of Jiangxi's geographical, historical and cultural symbols to evoke empathy from customers.
Project Duration
The project started in May 2020 and finished in August 2020 in Shenzhen.
Operation Flow
Designers care about the future development of the brand, so they re-push the vision back to Jiangxi. During those hard years, people provided fertile soil and space for the country selflessly only wishing for peaceful future. Through auxiliary elements, the mother river of Jiangxi-the Gan River, and the red homeland-Ruijin, it can carry the mark of history. In terms of product presentation, it was directly named "Zhanggong Times" to become an easy-to-remember brand, and also to explore the meaning behind the times.
Research
In the early morning of August 1, 1927, a gunshot broke the silence of Nanchang City, which fired the first shot of the Chinese revolution.It represents the establishment of Chinese first revolutionary army.Since then, the People’s Liberation Army has become the guardian of the Chinese nation, guarding them to usher in great era of today. On the occasion of the Army Day on August 1, 2020, considering from the future sustainability of the company to the product gradient ductility, designers have designed this commemorative Baijiu with epoch-making significance. The final design extracts concrete colors and symbols from abstract document elements which expresses the genes of the brand and historical symbols.
Inspiration
Ganzhou, once a shining red medal inlaid on the People Republic of China，also a spiritual totem of historical time. Designers create the "time medal" under this inspiration. Color is an abstract symbol of an era. So, designers take the birthplace of red culture as the inspiration, by reinterpreting red to pay tribute to both time and its witnesses and participants. In order to highlight the regional characteristics of the ZHANGGONG TIMES, we have drawn a quiet and beautiful illustration.
Image Credits
Image #1: Creator Wen Liu, Zhanggong Times, 2020. Image #1: Creator Yong Deng, Zhanggong Times, 2020. Image #1: Creator Weijie Kang, Zhanggong Times, 2020. Image #1: Photographer Li Chen, Zhanggong Times, 2020.
Project Overview
Zhanggong Times Alcoholic Beverage has been a Iron winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. 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.
Iron Recognition
Wen Liu was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work Zhanggong Times Alcoholic Beverage.
Wen Liu Press Releases
Media members, dive into our press releases on Wen Liu's work, ready for you to use and enhance your journalistic content. Available now: 33 press releases ready for immediate access by journalists.
Zhanggong Times: A Tribute to Chinese History and Culture
Wen Liu's "Zhanggong Times" Baijiu Pays Tribute to Chinese Revolution
Wen Liu Newsroom
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