2023 | Professional

MUSE Design Awards Gold Winner

Great Wall Five-Star 2023 Rabbit Year Zodiac Wine

Entrant Company

Beijing Herun Detang Culture Media Co. LTD

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

China Great Wall Wine Co. LTD

Country / Region

China

The Great Wall Five-Star 2023 Zodiac Commemorative Wine is a famous Chinese brand with over 30 years of history. This year, the year of the rabbit, we aim to create a wine package that embodies the elements of the zodiac animal rabbit, traditional Chinese culture, and unique Chinese characteristics.

The illustration design on its label draws inspiration from the pattern "jade rabbit mashing herbal medicine" in the "twelve decorative patterns" on the dragon robe of emperor Qianlong in the Qing dynasty, which is collected in the Palace Museum. The label illustration symbolizes wealth, prosperity, good luck, and an auspicious beginning.

The packaging design still has another hidden surprise and implied meaning. When the box cover is opened from both sides, it resembles the shape of a Chinese fan with the blessing "great success and prosperity" written on it. The bottom of the box features a golden pattern of waves and auspicious clouds, while the round embossment on the box cover resembles a rising bright moon. After opening the wine box, a picture of "the moon rising over the sea" will burst upon your view, symbolizing good fortune.

The package also includes a by-product: a fragrant pendant made by the traditional incense-making craft of a master of intangible cultural heritage. It also has the pattern of "jade rabbit mashing herbal medicine" . You can stay healthy and safe by wearing it.

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