Yunjiu

With inspiration from trophies, the design team aims to make this bottle an iconic symbol of Yun Jiu. Following ergonomics, the bottle is designed with the smooth and round upper half as well as the steady and upright lower half for both of aesthetic attraction and practicality. The grooves on the bottle body consist of 12 planes and 24 lines, with the former representing 12 two-hour periods of one day (a timing method in ancient China) and the latter representing 24 solar terms (traditional farming rhythm in China). Such a visual and tactile design subtly conveys Chinese traditional culture to users. The planes and lines converge on the neck of the bottle where the mark of “Jiang Xiang (a flavour of Chinese liquor) 20” is imprinted, to interpret “20” years as a sense of time precipitation, taking the essence and discarding the dregs. As for the bottom of the bottle, the pattern design based on liquor-making raw materials is displayed via the mental wire inlay technique, which shows the reliable brand concept of sticking to traditional liquor-making raw materials.

The whole packaging is designed with simple yet elegant or dark and calm color scheme to create a series of products, leading to a cultural atmosphere of fashion and elegance given by collision and harmony of colors. To stand out from mediocre counterparts, the product also has its packaging design highlight high value and nobility. Hence, under a simple style as the main tone of packaging, small and exquisite elements are applied to improve details and optimize user experience.