Communication

Gemstone

Extra Form

Country	China
Year	2021
Award	WINNER
Client	Fen Distillery Corp Co., Ltd.
Affiliation	Shanghai Jiushan Packing Co., Ltd.
Designer	TaiFang, WangChao, WuKe, Bao Liyuan
Description(English)	The design inspiration and thinking comes from the fame history of Fenjiu in 1500. The metallic totem of the royal blue bottle 1500 carries the core culture of Fenjiu. The 1500 totem is composed of the Panama Universal Exposition totem, the statue of Emperor Wucheng of the Northern Qi Dynasty, the pattern of apricot blossom, the verse "I ask where the restaurant is, the shepherd boy refers to the apricot village" pattern, and the "Shenquan" totem. The color of the bottle is blue. It is extracted from Ru kiln azure, turquoise, and peacock blue glaze. The color matching ceramic bottle and outer packaging are elegant and solemn.
Description(Native)	设计灵感和思考来源于汾酒1500年的成名史,宝蓝色的瓶身1500的金属色图腾，承载了汾酒的核心文化。1500图腾由巴拿马万国博览会图腾，北齐武成帝造像，杏花图案，诗句“借问酒家何处有，牧童遥指杏花村”纹样，“神泉”图腾等组成。瓶子色彩采用蓝色系，从汝窑天青，绿松石，孔雀蓝釉提取的卡，配色陶瓷瓶身及外包装，典雅大气庄严。杏花村汾酒代表元素为“杏花”，与中国传统美学相结合，景泰蓝装饰手法加绿松石，南红，红珊瑚等宝石配色。酒以礼成，藏礼与器，美酒盛以贵器/汾酒是中国最早的酒，是中国的瑰宝，本设计提炼组织汾酒的历史，文化及相关元素，含蓄地与产品结合，在保留和延续经典形象的同时，进行品牌视觉的再升级，注重产品的细节与质感，为口碑保驾护航，打造轻奢范的汾酒形象。在原汾酒风格标牌基础上加以优化设计，重点突出“汾酒”品牌。金色底色，装饰浮雕落花流水纹，营造出金标汾酒的尊贵气质。瓶盖中的流水纹与代表汾酒的杏花相结合，营造出“落花流水杳然去，别有天地在人间”和“花落水流红”的清雅意境。
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