Communication

Cage Bird

Extra Form

Country	China
Year	2023
Award	WINNER
Affiliation	Wang Changjun
Designer	Wang Changjun
Description(English)	The main shape is a variation of a birdcage, delicately depicting folk culture and local characteristics from the outer packaging to the wine bottle. The unique design creates a delicate aesthetics. The design mainly uses light blue and gold colors, paired with patterns with Cloisonné enamel texture. The harmonious color combinations and vivid visual images showcase a unique Eastern aesthetic enjoyment stroke by stroke. Above the packaging box, there is a metal hook that restores the image of a birdcage while facilitating users to carry it.
Description(Native)	老北京有着极强的地方文化属性和极为灿烂的特色民俗文化，包括热闹的老北京胡同、北京皮影、斗蛐蛐、提笼架鸟、北京兔爷等。本款白酒包装盒精选了“提笼架鸟”这一代表意象，设计风格贴近老北京生活，凝聚着地方文化和民俗元素的回响。通过精细的刻画和精美的构图，本设计可以让了解北京胡同文化的人引起共鸣，并让更多人了解到老北京胡同文化。礼盒主体形状为鸟笼的变形，从外盒包装到酒瓶，精致地刻画了民俗文化和地方特色，由内而外充满设计感，营造了美轮美奂的美学氛围。设计主要应用了浅蓝色和金色，配以掐丝珐琅质感的图案刻画，和谐优雅的颜色搭配，栩栩如生的视觉形象，一笔一画中展现了别样的东方美学享受。包装盒上方有一个金属挂钩，还原鸟笼形象的同时，方便用户进行提放。相比于传统的打开方式，本款包装盒应用了抽取的模式，极大程度地保留了包装的完整性，创新的打开方式也可以为用户带来别样的使用体验。产品设计和生产过程充分遵循环保理念，主体材质为可回收利用的环保材料，所有原材料均符合ROHS环保要求，可充分实现可循环使用，全面落实低碳环保策略。此外，产品用完之后，整个礼盒可以通过陈放或悬挂作为装饰，实现一物多用，对室内装修和设计环境起到了完美的点缀和装饰。
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