2023 | Professional

MUSE Design Awards Silver Winner

Packaging design of Shacheng old cellar

Entrant Company

Beijing Wuyao Cultural and Creative Co. Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Huailai Great Wall Wine Marketing Co., Ltd

Country / Region

China

With the same bottle shape, the bottle body has two colors, one red and one yellow. The characteristics of Shacheng's natural and ecological wine making are painted on the bottle body. The raw materials and process of wine making are outlined in white (the red bottle is made of gold thread). Some sculptural landscape patterns are added on the bottle cap. The upper part of the bottle retains the previous "medal". The four words "Shacheng's old cellar" are arranged vertically in the middle of the bottle body. The bottle body is visually raised to make the bottle body more comfortable, Important information is generally arranged under the four words "Shacheng Laojiao" like a seal, which makes the bottle design more integrated.



The bottom color of the outer box is yellow and red. The yellow inspiration comes from the yellow glaze of the Yongzheng period of the Qing Dynasty, which adds a historical significance to the outer box design. The red color comes from the Langyao red of the Kangxi period, which adds a touch of ancient charm to the overall design. The "Shacheng Old Cellar" is arranged vertically in the middle, the age information is printed like a seal under the four words "Shacheng Old Cellar", and the medal is arranged in the lower right corner. The Jiming Mountain, Dajingmen, Gongting Lake, the Great Wall, Zhangbei Grassland, Feihu Valley and the windmill with local characteristics are painted on the outer box, and the local culture is depicted in this way. The wine culture of the bottle is integrated with the local culture, creating a thought-provoking Shacheng Old Cellar.



The overall outer box is yellow, and its opening method is very ingenious. When the outer box is opened, an illustration display board is introduced. The content of the picture is consistent with that of the outer box, which deepens the cultural nature of the design. Take out the display board, and two bottles of good wine appear in front.

Credits

Original designer
Wu yao
Illustration designer
Zhangyuchen
Illustration designer
Xieboxing
Graphic designer
Shihuafeng
Graphic designer
Tanzhen
Graphic designer
Zhengziyang
3D designer
Liaohao
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