2023 | Professional

MUSE Design Awards Gold Winner

Jian Shan, Jian Shui

Entrant Company

Chu San Hu

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Chen Jing

Country / Region

China

In order to meet the growing demand of middle and high-end people for good wines with certain cultural heritage,"Mountain and Water" Baijiu takes the different drinking states of consumers as its creative inspiration. By combining the artistic conception of "mountain is mountain", "mountain is not mountain", and "mountain is still mountain", consumers can gain a deeper understanding of the gains and losses in life through the drinking experiences of "tasting", "tipsy", and "drunk". The shape of the bottle is modeled after an "old fisherman" who sits stably on the fishing platform, with the reflection of high mountains and rippling water serving as the prototype. The gradient from silver-white to deep blue and the unique box design resembling a boat together reflect the life attitude of "he is strong in his own way, while the breeze brushes the mountain top, and I remain unmoved". The rich aroma and taste of the sauce-flavored Baijiu merge seamlessly with the overall design, perfectly expressing the Chinese attitude towards life of "mountain is mountain", both rational and emotional.

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