2022 | Professional

MUSE Design Awards Gold Winner

Wuyou (Shanhe Wuyou)

Entrant Company

Shenzhen Qiaojiang Packaging Design Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Shanghai Jiuyue Superior Supply Chain Management Co., LTD

Country / Region

China

In Chinese poetry, liquor is always closely associated with sorrow. Specially named after Wu You, a broad-minded and calm outlook on life, this liquor is expected to melt consumers’ sorrow. Besides, the big and round shape embodies the idea of magnanimity, echoing the inclusiveness of Chinese tradition.

Hexagram Qian and Kun (manifestations of divination in ancient China to symbolize heaven and earth) on both shoulders of the bottle imply that everything is under control and indirectly convey the concept of inclusiveness.

The design of surrounded mountains for the cap vividly shows the Buddhist teaching of “To see a world in a wild flower, and a bodhi in a leaf” (it means that a tiny thing is also a big world). The upper half of the outer box is hollowed out to minimize packaging consumables. Also, such a design exactly displays the cap of the product inside to create a microcosm of nature landscape, rendering the product a good option as a gift.

Credits

Creative Director
Weining Wang
Designer
Zhen Wang
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