劲牌 · 半壶
这款中国白酒名为“半壶”。“半壶”的字面意义可以理解为“半瓶”，但作为商品，是不可能出现半瓶售卖的情况。所以这里的“半壶”（半瓶）其实是一种中国式的东方哲理，即“水满则溢，月满则亏”，比喻事物物极必反之意。
在容器设计上，我们将瓶子的上半截喷涂白色，遮盖住原本的透明玻璃，通过将下半截透明玻璃的部分塑造成非规则的形态来象征水流，而在白色部分与透明玻璃部分中间烤上一个人物站在小舟上的样子，来加深瓶子下半截的水流创意，而人物抬头仰望处，恰好是产品品名，而这样的造型也恰好是对“半瓶”的一种写照。在包装盒上，我们将小舟上的人物再次加以运用，而人物抬头所望处，这次换成了改为一轮弯月的品名组合，也是对“月满则亏”的意境描写。
This Chinese spirit product is named Ban Hu, which literally means “half bottle”. Of course, it does not indicate that the spirit is sold in only half bottle, but actually implies a kind of ancient oriental philosophy that things will develop in the opposite direction when they become extreme. Just as an old saying goes, too much water easily overflows and the full moon soon begins to wane.
On the packing box, the image of the sage standing on a boat appears again. What’s different is that the product name he is looking up at is combined with a golden pattern of the crescent moon, implying the ancient saying that “the full moon soon begins to wane”.
Awards:
2020 Muse Awards（Gold）
2021 Red Dot Awards
Graphis Design Annual 2022 （Silver）
