Martial Essence In Brew
Packaging for Zhejiang Sci-Tech University
The packaging of Laojiuhan employs the intangible cultural heritage element of Fenglin Southern Fist. It depicts the essence of martial arts with smooth lines from vigorous calligraphy, showcasing the charm. The landscape carvings show that good mountains and rivers create good liquor with regional characteristics. It boosts the image of Laojiuhan and shows the traditional culture of Yongjia on a broad platform, balanced between inheritance and innovation.
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Martial Essence In Brew by Zhejiang Sci Tech University
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Packaging by Zhejiang Sci Tech University
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Zhejiang Sci Tech University Martial Essence In Brew
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Martial Essence In Brew Packaging Press Releases
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Martial Essence In Brew Packaging Media Articles
Access our collection of Martial Essence In Brew articles, ready for use and offered in languages: English, Spanish, French, Italian, German, Chinese (Mandarin), Dutch, Portuguese, Indonesian, Japanese, Korean, Turkish, Russian, Hindi and Arabic (Standard).
Unique Properties
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.
Tags
Yongjia LAOJIUHAN, Fenglin Southern Fist, Intangible Cultural Heritage, Calligraphic Fonts, Cultural Inheritance
Production Technology
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.
Design Challenge
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.
Project Duration
The project was designed and developed in June 2023 in Hangzhou and launched in October 2023 in China.
Operation Flow
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.
Research
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.
Inspiration
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.
Project Overview
Martial Essence In Brew Packaging has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Image Credits
For design images and photos please credit Zhejiang Sci-Tech University.
Bronze Recognition
Zhejiang Sci-Tech University was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Martial Essence In Brew Packaging.
Zhejiang Sci-Tech University Press Releases
Access a rich repository of press releases on Zhejiang Sci-Tech University, offered to press and media professionals for unrestricted use in their stories. Instantly access 1 press releases, available exclusively for journalists.
Introducing Martial Essence In Brew: A Packaging Design Inspired by Yongjia Fenglin Southern Fist
Zhejiang Sci-Tech University Unveils Exquisite Packaging Design
Zhejiang Sci-Tech University Newsroom
Visit Zhejiang Sci-Tech University Newsroom for an inside look at exceptional design and award-winning projects.
