Mminni Alcoholic Beverage Packaging by Wen Liu, Qiumin Chen and Weijie Kang Receives the Golden A' Design Award in Packaging Design

The international grand jury of the 2020 - 2021 A' Design Award & Competition recognizes Wen Liu, Qiumin Chen and Weijie Kang for packaging design

FOR IMMEDIATE RELEASE

COMO, Italy, April 23, 2021 /DesignNewswire/ A' Design Award & Competition has confirmed the Golden A' Design Award in the Packaging Design category for Mminni Alcoholic Beverage Packaging by Wen Liu, Qiumin Chen and Weijie Kang, designed for Changyu. The recognition forms part of the 2020 - 2021 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.

What the Golden A' Design Award Means

The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

More About Mminni Alcoholic Beverage Packaging

Mminni is a packaging design for a brandy created for young consumers. The set contains a base wine, a blended wine and a group of mixing tools, so a personal flavor can be prepared without buying extra products. The letter X stands for the unknown and for open possibilities, and color is used to move the product away from the traditional look of brandy. The bottles are made of glass with a decorating firing process, and the box is formed by plastic molding. The set measures 198.8 by 122.8 by 122.8 millimeters.

Award Record

Wen Liu, Qiumin Chen and Weijie Kang is a winner of 19 A' Design Awards, including this recognition. The awards span the editions from 2019 - 2020 to 2020 - 2021 of the A' Design Award & Competition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://desingers.org/design-category/packaging

About A' Design Award & Competition

A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://desingers.org/119485
A' Design Award Page: https://competition.adesignaward.com/119485
Media Showcase: https://www.designnewsroom.com/!119485
Laureate Profile: https://desingers.org/d/249896

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Mminni Alcoholic Beverage Packaging
Function: Alcoholic Beverage Packaging
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Cornflower Blue, Sandy Brown, Chocolate, Peru and Dark Orange
Images: 5
Client: Changyu

The Recognition

Laureate: Wen Liu, Qiumin Chen and Weijie Kang
Country: China
Recognition: Golden A' Design Award
Edition: 2020 - 2021
Design ID: #119485

Credits

Team: Wen Liu, Qiumin Chen and Weijie Kang

Design Details

Unique Properties: "MMINNI-X-lab" is a brandy specially designed for young people. "X" means unknown, infinite possibilities, goals and hopes in the design, which represents the fearless exploration spirit of young people. The idea of design inspired by the product concept of "towards the unknown, to shine brightly". In order to get rid of the traditional idea of brandy and produce a unique brand recognition, the design uses "unknown" and "colour" as the creative point to attract young people.
Inspiration: Fashion, composed of freshness and trendy sense. Young people like to constantly try new and interesting stuffs, while traditional old-fashioned products can't attract them. On the other hand, they like the trendy consumption experience. So if the product wants to please young people, it needs to be close to them and integrate into their lives.
Research: Young people account for a small number of consumers in brandy, and the product is single and there is little emotional interaction with consumers. Designers believe by successfully connecting to young consumers, this is the key to the future market. "MMINNI" is a casual liquor specially designed for young people. It holds brand attitude and value proposition, which are the core of brand personality.It can connect young people from many dimensions, walk into their inner world, and create a fresh consumer experience!
Challenge: The rise of consumption among young people has given birth to a new era of consumption, and is also giving birth to a new round of product revolution. Brandy occupies a small proportion of the young market now. Through interaction and a fresh sense of experience, designers want to use this product to activate the incremental market of brandy in China and expand the business boundary of brandy market.
Realization and Technology: The product includes a base wine, a blended wine and a set of wine mixing tool.It mainly uses glass material with decorating firing process, while the wine box adopts plastic mould process.
Operation and Interaction: Consumers can easily use the mixing tools to make a unique flavor. Also this design is based on 2 elements, the unknown and the color. They are the core value and personality of the brand, which making the communication easier between the brand and the young people. They also reflect the core innovation-the concept of exploring the unknown and blooming the color. At the same time, the general brandy is relatively strong, and the blending requires additional purchase of blended products. MMINNI-X-lab breaks the inherent thinking of consumers and becomes a unique product in the market.
Project Duration and Location: 2020.02~2020.05 Shenzhen, China
Specifications: Width 198.8mm* Depth 122.8mm* Height 122.8mm
Keywords: X-lab, unknown, exploration, fashion, interaction, mixing