Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
Pazhu Winery
Designer Name
PUFINE Creativity
Position of Designer
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: Xu Yanliang Technical Director: Zhou Xiaoli, Zhang Yuxuan Rendering: Luo Kang
Target Consumer
A consumer group over 30 who love cultural research, travel and adventure, and pursue a quality life.
Distribution Channels
电商 E-commerce; 其他销售渠道 品牌专卖店
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
Tibet, the roof of the world, boasts a unique highland ecological environment and a millennia-old history and culture. Its pristine natural environment nurtures exceptional highland grapes. The design of the Phagmodrupa Ice Wine prayer wheel bottle stems from respect for and inheritance of Tibet's profound cultural heritage. The prayer wheel symbolizes blessings, purification, and wisdom; this sacred element is incorporated into the bottle's design. The sixteen-petaled lotus base at the bottom symbolizes solemnity and highlights the product's regional characteristics.
The outer box cleverly borrows the classic trapezoidal silhouette of the Yumbulagang Palace, forming a unified visual identity system with the product series. The box surface uses traditional Tibetan scroll patterns as the main decorative element, blending with grapevine motifs to symbolize the natural bounty of the highland grapes. The blue area on the front of the packaging is engraved with the Tibetan phrase "Tashi Delek," signifying good fortune, happiness, and well-being, conveying the best wishes of the Tibetan people. The lower half of the packaging features a design combining Tibetan deer and a winery—the Tibetan deer, considered a sacred messenger of the plateau, is a symbol of good fortune and spirituality in local legends.
The overall color scheme of the packaging is predominantly navy blue and gold, symbolizing the blue skies, white clouds, and sunshine of the plateau, conveying the product's high-end quality and regional characteristics.
Highlights
Cultural Value: The product itself becomes a carrier of Tibetan culture, blending the sacred symbolism of traditional prayer wheels with modern bottle design, allowing consumers to fully experience Tibetan characteristics while enjoying the fine wine; Gift Attributes: Rich in cultural connotations, it becomes a high-end gift choice for conveying blessings and respect. For Tibetan culture enthusiasts and believers, the product carries cultural identity and emotional resonance; Brand Differentiation: Standing out among numerous alcoholic beverages, it forms a unique brand identity, upgrading from simple beverage consumption to a cultural experience, enhancing the ritual and satisfaction of consumption.
Market Performance
without
Material（For concept works, please choose the material you plan to use）
其他 3mm工业纸板裱糊银卡
Craft
The outer box is printed on silver cardboard with an embossed design and a reverse UV coating. The bottle label is printed on specialty paper with an embossed finish.
Does the design solve the problems that are common across the product category? If so, please explain.
Wine packaging design has long suffered from three major problems: 1. Overemphasis on form over substance; 2. Overemphasis on imitation over innovation; 3. Overemphasis on short-term gains over long-term benefits. These problems have led to a general superficiality in domestic winery packaging design, failing to truly embody the brand's historical and cultural connotations, making it difficult for consumers to establish an emotional connection and cultural identification.
The design of the Phagmodrupa Ice Wine prayer wheel bottle is no longer a simple product packaging; rather, it integrates Tibetan history and culture into modern product design, creating a unique brand identity.
What functional designs of the work have enhanced the user experience?
The bottle adopts the classic shape of a traditional prayer wheel, making each hold a ritualistic experience, as if turning a prayer wheel, thus becoming a spiritual ritual.
Did the design help increase the sales performance of the product? If so, please give related evidence.
none
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
none