Yunjiang approached RRD in 2018 with a need for a label that reflected the unique traits of the first ginger fermented liqueur in the China market. Every aspect of the new label RRD designed has significance to the origin of the beverage, including:
- The imagery on the label represents terraced fields that are specific to the geographic landscape of Luoping, Yunnan, the province of China where the raw materials for the liqueur are sourced.
- The black and gold color scheme not only represents elegance, but symbolizes the raw materials used in the drink, which hold the title “Treasure Under the Earth.”
- The black matte additionally symbolizes the essence of the earth while the gold curves represent the high quality of the ginger.
- The classic Chinese vertical writing method speaks to the traditional origins of the product.
The label design was submitted for the Pentawards, a global competition—now in its 12th year—conducted by the network dedicated to sharing and bringing exposure to global packaging design. In 2018, the Pentawards saw 2,400 entries from 54 countries in the Beverages category alone. "RRD is thrilled to announce that its submission is one of fewer than 200 companies to be shortlisted for the awards," the company says.
“When we were tasked with designing a new label for Yunjiang, we saw an opportunity to integrate the unique aspects of the culture and region the product is from,” says John Pecaric, president, RRD Business Services. “Our team carefully researched the history of the province and the materials used in the beverage in order to create a design that showcased the product. We’re thrilled to see our work recognized by the prestigious Pentawards.”
The Pentawards recognize global excellence in packaging design through its annual competition. The annual Pentawards Gala Ceremony will take place in London in September. The winners will be announced as part of a two-day conference that will bring the best of the global packaging design community together.