From the legendary Yi Di winemaking, to Dukang winemaking, the Tang Dynasty wine industry flourished, the winemaking materials are rich, the Tang people created the first drinking game, the wine is popular. During the prosperous period of the Tang Dynasty, the country was rich and the people were safe, and people were unconstrained and wine was indispensable. Because of the liquor, Li Bai’s “will enter the wine†and the “toasting the moon†feelings; because of the wine, the history and culture of China has become rich and colorful, and the wine culture has deeply influenced the land of China and The descendants of the Yellow Emperor. As the main carrier of wine, packaging protects the safety of the wine and conveys the brand culture of the wine through creative design. With the development of the times and the popularity of the Internet, wine packaging has increasingly emphasized interaction with consumers and anti-counterfeiting. Below, combined with the "Dream of the Tang Dynasty" to "Wang Changan" series of white wine packaging design case, share the new direction of liquor packaging design.
Red "Dream Changan" liquor packaging design
1. Ceramic bottle design
The red "Dream Changan" liquor packaging design incorporates elements of the Tang Dynasty era, and the design style is different from the dull and dull expression of ordinary Chinese liquor packaging, and the packaging aura is given by retro techniques. The bottle is made of ceramic bottle (as shown in Figure 1). Ceramic wine vessel is one of the carriers of wine culture. It has been influenced by frequent exchanges and openness in the Tang Dynasty. It has formed a unique art both in function and in art form. style. This ceramic bottle shape is derived from the shape of the ancient porcelain chrysanthemum bottle. The shape is graceful, elegant and elegant. The bottle body is decorated with the pattern of Chang'an City Tower and the national peony flower of the Tang Dynasty. The bottleneck and the cap are connected. The anti-counterfeiting ring plays the role of bottle opening damage.
2. Packing box design
As shown in Figure 2, the "Internet + anti-counterfeiting" is the mainstay. The red "Dream Changan" white wine packaging box adopts a spring-locked tubular folding carton structure, with yellow castles, peony flowers, auspicious clouds and dragon and phoenix totems. Background, using coated paper, processing by offset printing and partial hot stamping. At the same time, combined with Internet technology, the use of one-time labeling plus two-dimensional code computer network anti-counterfeiting technology, to achieve one thing and one yard. The QR code anti-counterfeiting logo has the characteristics of one-time use, digital uniqueness and confidentiality. When the consumer purchases the white wine with the QR code anti-counterfeit packaging, the one-time anti-counterfeit label of the package is uncovered, that is, the two-dimensional code anti-counterfeit label appears (as shown in FIG. 3), and then the mobile phone scan code is used to enter the wine inquiry system. . As the data center, the wine inquiry system records the result of each scan, and feeds back the corresponding information according to the number of times each QR code is scanned. The first scan code can obtain the information of the wine production package off-line, the wine inquiry system will record the first scan time and mark the information as “Qualifiedâ€; the second scan can get the wine to open for the first time. At the time of the information, the wine inquiry system will record the time of this scan and feedback the last scan time. Every time after the second scan, the system will not record accordingly, but still feed back the package scan time and the first scan time, and send out the message “This wine has been consumed†to achieve anti-counterfeiting purposes. .
The effect of the red "Dream Changan" liquor packaging is shown in Figure 4 and Figure 5.
Blue "Dream Changan" liquor packaging design
1. Glass bottle design
The blue "Dream Changan" liquor bottle uses a cylindrical glass bottle (as shown in Figure 6). The design of the glass bottle is inspired by the instrument reed that has appeared in the Tang Dynasty. The bottle looks very elegant and blue. The frosted glass bottle with the main color is decorated with white clouds and dragon and phoenix patterns, which reflects the meaning of good luck. The inner transparent glass will highlight the crystal clear and pure inside the white wine. The golden "dream Changan" three The word jumps on the bottle, it is very eye-catching, and there is an anti-counterfeiting ring at the connection between the bottle neck and the cap, which acts as a bottle opening damage.
2. Packing box design
The blue "Dream Changan" liquor packaging box adopts a tubular folding carton (as shown in Figure 7), and the spring-locked bottom structure is convenient for processing; the traditional totem pattern is used for decoration to increase the artistic appeal of the packaging; Coated paper, the overall use of offset printing technology, "Dream Changan" three words using a three-dimensional hot stamping process, so that it has a distinct embossing and metallic luster to highlight the brand of wine. In addition, the box also adopts "Internet + anti-counterfeiting" technology, and the anti-counterfeit inquiring label is attached to the lid. As shown in Fig. 8, the label can be used once and can not be pasted on the paper box once it is torn off, combined with Internet technology. The use of one-time labeling plus two-dimensional code computer network anti-counterfeiting technology, to achieve one thing and one yard, thus achieving anti-counterfeiting effect. This method of identification is simple and intuitive, consumers do not need special technology and equipment, and only use the mobile phone to identify the authenticity of the goods, simple and accurate, and easy to monitor and manage. The general two-dimensional code anti-counterfeiting system must be implemented by the China National Defense Industry Association to organize a special anti-counterfeiting company, which is not only responsible for internal management, but also facilitates social supervision and government management.
The packaging effect of the blue "Dream Changan" liquor is shown in Figure 9 and Figure 10.
As a unique traditional wine in China, liquor has accumulated a strong cultural and artistic value. Its packaging design should not lose the traditional design elements, but also combine the innovative elements of the “Internet +†era to create a satisfying consumer. Demand for wine packaging.
The above content is selected from Keyin Media. Printing Technology·Packaging and Decoration 》No.7, 2016, please pay attention to the journal channel for more journal content .
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