Type of applicant company

设计机构

Country

中国

Company Website

www.gw4a.com

Images

Brand of the Product

WU GUI WU

Designer Name

Heilongjiang Guowei Creative Design Co., Ltd.

Position of Designer

None

Target Consumer

Young consumers prefer to drink alone or share with people they have a good relationship with. They are willing to pay for cultural experiences that have an atmosphere and are impressively impactful. In terms of brand preferences, they are willing to pay for brands that have a sense of story and history.

Distribution Channels

其他销售渠道 社群

Positioning

礼品 Gift

Design Story

This 250mL bottled alcohol is designed to adapt to a variety of drinking scenarios. The outer box is inspired by the shape of "rice grains," cleverly enhancing the product's origin of "rice fermentation," and is made from environmentally friendly kraft paper molded in one piece, reflecting a sustainable concept. The bottle label unfolds like a painting scroll, vividly illustrating and popularizing traditional brewing techniques. The imagery delicately presents the transformation process from "rice grains" to "rice," ultimately refining into "a drop of rice wine," symbolizing that "polishing allows value to quietly grow; letting the ordinary brew the extraordinary." Just like the journey of life: it starts from a grain of rice in the field, as small as dust; transforms into a grain of rice on a plate, initially showing its value; and ultimately becomes exquisite wine in a cup, blooming with fragrance—interpreting the life journey of gradually accumulating one's value through time and practice.

Highlights

Innovative packaging design: precisely addresses social pain points. Traditional one-pound packaging often leads to waste at gatherings due to leftover wine (from driving, medication, etc.), while bringing only half a pound can feel inadequate. The unique dual half-pound (250ml x 2) combination packaging ensures etiquette is fully observed without losing face. Open one bottle and drink one bottle to effectively avoid waste, aligning with the modern demand for 'drinking less but drinking good.' It cleverly resolves the contemporary drinking dilemma of needing to balance social niceties with moderation.

Market Performance

Not available

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

The outer box's creative design is inspired by the plump grains of magic rice, closely fitting the native shape of the crops with smooth and rounded contours, reinforcing the life connection between the product and the land. It uses a "one-piece molded eco-friendly paper box," completely eliminating glue bonding, relying on precise folds and structural craftsmanship for solid packaging. This reflects a brand responsibility for sustainable development while also giving the unboxing experience a unique sense of ritual.

Does the design solve the problems that are common across the product category? If so, please explain.

Innovative packaging design: precisely addresses social pain points. Traditional one-pound packaging often leads to waste at gatherings due to leftover wine (from driving, medication, etc.), while bringing only half a pound can feel inadequate. The unique dual half-pound (250ml x 2) combination packaging ensures etiquette is fully observed without losing face. Opening one bottle and drinking one bottle effectively avoids waste and aligns with the modern trend of 'drinking less but better.' It cleverly resolves the contemporary drinking dilemma of needing to observe social customs while also moderating consumption.

What functional designs of the work have enhanced the user experience?

The bottle label unfolds slowly in the form of a scroll, telling the growth fable of 'rice seeds' — the seemingly inconspicuous seeds go through hardships to become valuable grains of rice, which ultimately are refined into a drop of pure liquor through the test of time. This is not only the transformation of rice, but also a metaphor for the grounded growth journey of contemporary young people, who accumulate knowledge and await their moment to shine, resonating with consumers.

Did the design help increase the sales performance of the product? If so, please give related evidence.

Not available

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Using an "integrated molded environmentally friendly paper box", completely abandoning glue bonding, relying on precise folds and structural techniques to achieve stable packaging.