- 2022 Pioneer Prize
- From Cultural and Creative Product
Changyu Noble Dragon Dry Red Wine(90th Anniversary)
Projet Description
The packaging for the Remarkable Dry Red Wine (90th Anniversary), a special commemorative edition launched by Changyu Noble Dragon, is designed to celebrate the brand's 90th anniversary. It reviews the rising course of Chinese products over 90 years, visualizes the remarkable moment of winning as First Place in the world's best-selling wine brands blind tasting with 90 points, and pays tribute to the efforts the post-90s has made for the rising of Chinese products.
Taking inspiration from the remarkable moments during the rising course of the brand, the design team selected the most representative remarkable moments in the past 90 years, and condensed them into the engraved gold patterns on the bottle, which visually interpret the development course of Changyu Noble Dragon. Arranged in the form of a timeline, these gold patterns take place of common wine labels and become an endorsement for the wine, bringing about a reading experience and more joy in the visual sense. In addition to further highlighting the brand's strong historical charm, it also gains consumers’ trust via the rigorous design language, and shows the expectation of celebrating remarkable moments with the iconic wine.
As for the styling design, the packaging combines the classic orthodox bottle and Chinese red that brims with Oriental charm, so as to create a unique product image. Paired with the gold patterns of the bottle, it shows a more distinct style to echo the theme of "Remarkable Wine", as well as conveying the brand concept of "blending the virtues of different grape varieties" and "integrating Chinese and Western essence".
In terms of the color scheme, the red background and gold patterns jointly present senses of exquisiteness and luxury, thereby enhancing the artistic tone of the packaging.
Yantai Changyu Pioneer Wine Co., Ltd. was founded in 1892 by Zhangbishi, a patriotic overseas Chinese leader. It created the very beginning of industrialized wine making in China, which is acclaimed as "the birthplace of China's wine industry".
After development for 130 years, Changyu has set up 14 major wineries around the world, covering France, Spain, Australia, Chile and other important wine producer countries, and its products are sold to more than 70 countries globally.
In 2019, Changyu was rated as world’s fourth largest wine enterprise by the international beverage magazine Drinks Business; in 2020, it was ranked in the top2 of world's most valuable wine brands by Brand Finance.
