Country
中国(China)
Official website
www.dragonrouge.com
Company Introduction
Dragon Rouge is a global brand strategy and creative agency. We design for brands with bold ideas and brave hearts. We use strategy, design and innovation to ignite brands and propel them forward. Giving them the clarity, vitality and relevance they need to succeed.
Images
Brand Name
无
Designer Name
Juan Tan 陈汉全 (创意总监),MARZOLFF YANN(资深设计师), Seven 孙闻(资深设计师), Wenxin刘文欣 (设计师)
Position of Designer
Juan Tan 陈汉全 (创意总监),MARZOLFF YANN(资深设计师), Seven 孙闻(资深设计师), Wenxin刘文欣 (设计师)
Client
无
Target Group
Collectors
Major sales
其他销售渠道 概念设计阶段,未投入生产
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
Inspired by this highly respectful and detailed etiquette during the ancient wine offering ritual, we want to show our respect and celebrate the history of Chinese wine, commonly known as Chinese Baijiu in English. Chinese Baijiu has a long and important heritage in ancient Chinese history. It is obtained by a complex fermentation process using natural mixed culture starters followed by distillation to get to a crystal clear liquid. This echoes the symbolism of The Twelve Ornaments, where nature and humans come together to produce Chinese Baijiu. In the past dynasties of ancient China, grand ceremonies were held to pay tributes to the Gods. One of the main ritual is the offering of wine by the emperor to the Gods. The emperor, who is known as the “Son of Heaven” will be dressed in a specially made costume with many details and symbols as a sign of respect to the Gods. This will include The Twelve Ornaments which are highly auspicious and carefully embroidered on the emperor’s costume. The Twelve Ornaments includes the sun, moon, stars, sacred mountains, dragon, phoenix, 2 cups, pondweed, fire, rice, axe and a Chinese character 亞 which is made of opposing strokes to symbolize a clear distinction between right and wrong. Only the emperor had the right to wear the complete set of 12 and this symbolizes his divine status and respect to nature and humans that we co-exist in harmony.
Highlights
We try to bring to life the important wine offering ritual in every step of our design. We selected the Estal DAO Bassin bottle because of the broad and confident shape of the bottle which symbolizes the emperor. For the label design, Avery Dennison Fasson Velvet textured paper was selected as it had a luxurious velvety cloth touch which perfectly represents the emperor’s specially embroidered costume with The Twelve Ornaments. The front design is confidently minimal and The Twelve Ornaments on the back of the design is brought to life using Kurz’s printing technology. With this combined, the overall design projects a sense of solemn and respect yet grand in details and elements.
Market Performance
无
Material
其他
Craft
We selected the broad and confident shape of the bottle which symbolized the emperor. For the label design, velvet textured paper was selected as it had a luxurious velvety cloth touch which perfectly represents the emperor’s specially embroidered costume with The Twelve Ornaments. The front design is confidently minimal and The Twelve Ornaments on the back of the design is brought to life using Kurz’s printing technology. With this combined, the overall design projects a sense of solemn and respect yet grand in details and elements.
Does the design solve the problems that are common across the product category?
无
What functional designs of the work have enhanced the user experience?
无
Did the design help increase the sales performance of the product?
无
Does the work consider sustainability (environmentally or commercially, or both)?
无