Packaging
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.

Zhejiang Sci-Tech University 2024 Agency Bronze Press Kit № 154615

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Martial Essence In Brew by Zhejiang Sci Tech University
Martial Essence In Brew by Zhejiang Sci Tech University

Download 1800 Pixels JPEG Image.

Leverage the high resolution of this 1800-pixel image for detailed, vibrant prints. At 300 DPI, it's ideal for up to 6 inches; at 150 DPI, it scales beautifully to 12 inches. Press accreditation offers watermark-free high-res downloads. For immediate needs, low-res images are ready now. Please check the Image Credits Section for photo acknowledgements.

Packaging by Zhejiang Sci Tech University
Packaging by Zhejiang Sci Tech University

Download 1800 Pixels JPEG Image.

With an 1800-pixel resolution, create stunning prints up to 6 inches at 300 DPI, or expand your storytelling to 12 inches with a clear outcome at 150 DPI. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. To identify photo contributors, visit the Image Credits Section.

Zhejiang Sci Tech University Martial Essence In Brew
Zhejiang Sci Tech University Martial Essence In Brew

Download 1800 Pixels JPEG Image.

The 1800-pixel image is crafted for flexibility in print sizes—crisp and detailed at up to 6 inches with 300 DPI, and maintains its clarity at up to 12 inches when set to 150 DPI. With press accreditation, enjoy watermark-free, high-res downloads. Low-res images are available immediately for all. Details on photo contributions are located in the Image Credits Section.

Zhejiang Sci Tech University Packaging
Zhejiang Sci Tech University Packaging

Download 1800 Pixels JPEG Image.

For precise, vibrant prints up to 6 inches, use this 1800-pixel image at 300 DPI. For larger visuals up to 12 inches, 150 DPI ensures the image remains clear and impactful. Press accreditation offers watermark-free high-res downloads. For immediate needs, low-res images are ready now. To identify photo contributors, visit the Image Credits Section.

Zhejiang Sci Tech UniversityBrand Logo
Zhejiang Sci Tech UniversityBrand Logo

Download 1800 Pixels JPEG Image.

The 1800-pixel image is crafted for flexibility in print sizes—crisp and detailed at up to 6 inches with 300 DPI, and maintains its clarity at up to 12 inches when set to 150 DPI. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. For photo credit information, refer to the Image Credits Section.

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Martial Essence In Brew Packaging Press Releases

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Press Kit
Martial Essence In Brew Packaging Media Articles

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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.

 Award Logo
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.

DesignPRWire
Zhejiang Sci-Tech University Press Releases

Journalists and media members can enrich their content with our press releases on Zhejiang Sci-Tech University, available for free use. Immediate access is granted to 1 press releases for all journalists.


Introducing Martial Essence In Brew: A Packaging Design Inspired by Yongjia Fenglin Southern Fist

Zhejiang Sci-Tech University Unveils Exquisite Packaging Design


Newsroom
Zhejiang Sci-Tech University Newsroom

Dive into Zhejiang Sci-Tech University Newsroom to explore celebrated designs and projects.

You are currently viewing Media Showcase № 154615. For a full overview of Zhejiang Sci-Tech University's accomplishments and media resources, Zhejiang Sci-Tech University's newsroom is the place to be, offering direct access to a range of materials. Welcome to Press Kit / Media Showcase 154615 on Martial Essence In Brew. Discover additional content in Newsroom 348831.

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