2022 | Professional

MUSE Design Awards Gold Winner

Huaihuajing Household Liquor

Entrant Company

Shenzhen Feixiang Internet Brand Design Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

Huaihuajing Household Liquor is a liquor packaging designed for people who love Chinese baijiu and its collections, in which the designer drew inspiration from a famous workshop named Huaihuajiu in Sichuan province during the Emperor Xianfeng period of Qing Dynasty (1851-1861). Based on traditional Chinese culture and the simple and direct concept of design, it improves brand recognition for Huaihuajing, offering consumers access to the charm of its 100-year culture in Chinese baijiu at the very first sight.

The name of this packaging “Huaihuajing” comes from an old well in the courtyard of the old workshop of Sichuan Huaihuajiu (“Huaihua” is locust and “jing” is a well in Chinese). It is named after several old locust trees beside the well. Located at the eastern foot of the Hengduan Mountains, the snow-capped mountains are rich in meltwater all year round. From the Qing Dynasty to the present, acted as a natural porter of water sources, this well has constantly dedicated the spring of winemaking to the old winery and witnessed its rise for hundred years. The appearance design is based on a figurative six-sided well shape in its simplicity and clearness, echoing the Huaihuajing well of more than 100 years. By serving good drinkers with gratitude from the Huaihuajing, the product can become the real household liquor for consumers.

Credits

Shenzhen Feixiang Internet Brand Design Co., Ltd.
Renqing Xie
Shenzhen Feixiang Internet Brand Design Co., Ltd.
Yi Zhang
Shenzhen Feixiang Internet Brand Design Co., Ltd.
Jinyang Yu
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