Gold Packaging Design · 2024
Forty-Nine Union Liquor Alcoholic Beverage Packaging
by Yamin Zhu
- A' Design Award 2024 Gold Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Forty-Nine Union Design Department
- Estimated Number of Design Views: 156,836
- Verification code C3AAAEC165 · Verify this award
About Forty-Nine Union Liquor Alcoholic Beverage Packaging
This ensemble features the white porcelain pot, hailing from the city in China, the esteemed birthplace of porcelain craftsmanship. Accompanied by the divider adorned with the motif from the illustrious Shang Dynasty, along with four shot glasses and the brush pot crafted from blue and white underglaze porcelain. They are elegantly presented within the spacious wooden box. Each element serves as a poignant representation of Chinese cultural ethos, encapsulating enduring principles of exploration, resilience and the preservation of heritage ingenuity.
Drawing upon centuries of material culture traditions wherein carved wooden containers and refined ceramic vessels have signified respect, celebration, and the honoring of significant occasions, this packaging design by Yamin Zhu demonstrates a sophisticated synthesis of heritage craft vocabularies with contemporary luxury presentation standards. The wooden chest component evokes the tradition of scholar's boxes and ceremonial storage pieces, where elaborate relief carving served both decorative and talismanic functions, with dragon motifs traditionally associated with auspicious power, prosperity, and celestial blessing appearing here in sinuous intertwined forms amid stylized cloud formations that suggest heavenly realms. The technical execution of the carving reveals considerable depth, with multiple relief planes creating shadowed recesses that activate the natural grain patterns of what appears to be premium walnut or similar hardwood, while the brass corner reinforcements reference furniture-making traditions that protected precious contents during transport and storage. The ceramic bottle presents a compelling formal contrast, its cool white surface and geometric octagonal profile establishing visual dialogue with the organic warmth and flowing carved forms of its companion piece. The central gilded character, rendered with precision that suggests traditional calligraphic excellence, anchors the compositional focus while the surrounding ornamental border demonstrates mastery of decorative vocabulary that bridges historical reference and contemporary refinement. The ruyi-form stopper introduces sculptural dimensionality while carrying its own symbolic resonance of fulfillment and good fortune. Together, these elements create a packaging system that transcends mere containment to become an object of contemplation and collection, inviting consideration of how material choices and decorative programs communicate cultural values and aesthetic aspirations across time.
Press Kit
- Unique Properties
- This design comprises a white porcelain pot originating from Jingdezhen, the birthplace of porcelain. It features one divider adorned with the Shang Dynasty Taotie pattern, four shot glasses, one brush pot crafted from blue and white underglaze white porcelain, and a large wooden box for packaging. Each item serves as a testament to Chinese culture, elucidating the philosophical and brand culture of Forty-nine Union. Designed to endure across generations, these products contribute to environmental preservation through their lasting legacy.
- Dimensions & Packaging
- Box: W 450mm x D 260mm x H 425mm
Pot: W 170mm x D 106mm x H 330mm
Divider: W 60mm x D 60mm x H 120mm
Shot glass: W 37mm x D 37mm x H 70mm - Tags
- Chinese Baijiu, Oriental Aesthetics, Packaging design, Forty-nine Union
- Production Technology
- The central motif of the pot is the Forty-nine Union's emblematic seal character logo, encircled by ornate double Chinese dragon motifs. Adorning the reverse side is the prominent character 'Xin', symbolizing 'faith', embellished with the Taotie pattern.
The divider's design is inspired by the 'Zun' vessel shape from the Shang Dynasty, with relief decorations featuring Taotie patterns. Crafted with exquisite white porcelain and delicate gold threading, it exudes a jade-like elegance.
The meticulously carved wooden box showcases a double Chinese dragon motif in African rosewood, accented by a copper square metal at the front. Employing traditional handcrafted mortise and tenon techniques reminiscent of Ming and Qing furniture, it holds significant value for collectors.
Lastly, the brush pot, fashioned from blue and white underglaze white porcelain, is adorned with the Forty-nine Union Poem encircling its body, further enhancing its aesthetic appeal. - Design Challenge
- There are two challenges in the process. The first one concerns white porcelain. The ultimate expression of white porcelain is to be as white as snow and as resonant as jade. The second challenge is the difficulty in crafting the square bottle. In pursuit of the perfect effect, we chose these two most challenging elements to complete this set of works.
- Project Duration
- The project started in April 2023 in Shanxi, China and finished in May 2023.
- Operation Flow
- This design offers a full set of tools for enjoying Chinese drinking culture. Its national treasure value and elegant design suggest it could be suitable for upscale occasions. Designed to last for generations, these products also help preserve the environment by being passed down through families.
- Research
- The research began with the Forty-nine Union, formed by 49 friends driven by love and sharing, all seeking a better life. The goal is to spread the drinking culture and values of the Forty-nine Union to more partners, while also presenting the Chinese philosophies of "Chinese chivalry", "loyalty", and "trust" to a wider audience. The design aim to create a set of works and artworks that can be passed down for more friends to enjoy. The research method involves collecting suggestions and data from all partners, followed by analysis, summarization, and modification. The results of the study have proven successful in achieving the initial objectives, both spreading Chinese philosophical ideas and preserving brand culture.
- Inspiration
- Over the past eight years, members of the Forty-nine Union have remained united by their shared faith, endeavoring to craft a collection of symbols representing value, belonging, and honor for each partner, intended to be passed down through generations. Additionally, the collection integrates ancient Oriental philosophy and aesthetics, fostering a deeper appreciation of Chinese liquor culture and bolstering confidence in Chinese culture. This reflects the original intent of the designers.
- Patents
- 202330374354.2
202330374352.3
202330374350.4
202330374346.8
Colors of Forty-Nine Union Liquor Alcoholic Beverage Packaging
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G0E3 ShopDesign Interview about Forty-Nine Union Liquor Alcoholic Beverage Packaging
Members of the Forty-nine Union have united through shared beliefs, striving to create symbols representing values and honor, with the hope of passing them down through generations. Through this design series, ancient Eastern philosophy and aesthetics are integrated, nurturing a deeper appreciation for Chinese wine culture and enhancing confidence in Chinese culture, thereby increasing the sense of belonging among members.
My focus is on how traditional craftsmanship can be transformed into commercial products. The goal is to spread the drinking culture and values of the Forty-nine Union to more partners, while also presenting the Chinese philosophies of "Chinese chivalry", "loyalty", and "trust" to a wider audience.
Sell it in the market, leveraging both its cultural and commercial value.
3 mouths.
Over the past eight years, members of the Forty-nine Union have remained united by their shared faith, endeavoring to craft a collection of symbols representing value, belonging, and honor for each partner, intended to be passed down through generations. We, members of the Forty-nine Union, decided to pursuit the inspiration together.
This design is currently in intensive production and sales, having already achieved a sales conversion of tens of millions of euros for the Forty-nine Union.
The design aim to create a set of works and artworks that can be passed down for more friends to enjoy. Designed to endure across generations, these products contribute to environmental preservation through their lasting legacy.
Members and clients of the Forty-nine Union, formed by 49 friends driven by love and sharing, all seeking a better life.
This design offers a full set of tools for enjoying Chinese drinking culture. Its national treasure value and elegant design suggest it could be suitable for upscale occasions. Designed to last for generations, these products also help preserve the environment by being passed down through families.
This design comprises a white porcelain pot originating from Jingdezhen, the birthplace of porcelain. It features one divider adorned with the Shang Dynasty Taotie pattern, four shot glasses, one brush pot crafted from blue and white underglaze white porcelain, and a large wooden box for packaging. Each item serves as a testament to Chinese culture, elucidating the philosophical and brand culture of Forty-nine Union. Designed to endure across generations, these products contribute to environmental preservation through their lasting legacy.
Mature technology aids in achieving a more perfect and refined presentation in design. In this collection, the display of traditional patterns, blue and white porcelain, high-temperature firing, and the mortise-and-tenon structure and pattern carving of the wooden boxes all rely on technological assistance.
The research method involves collecting suggestions and data from all partners, followed by analysis, summarization, and modification. The results of the study have proven successful in achieving the initial objectives, both spreading Chinese philosophical ideas and preserving brand culture.
There are two challenges in the process. The first one concerns white porcelain. The ultimate expression of white porcelain is to be as white as snow and as resonant as jade. The second challenge is the difficulty in crafting the square bottle. In pursuit of the perfect effect, we chose these two most challenging elements to complete this set of works.
I have learned how to commercialize and mass-produce artistic craftsmanship. In this process, the expression of design language, the selection of production techniques, the optimization of production stages, and cost control all need continuous refinement to maximize the cultural and commercial value of the product.