2023 | Professional

MUSE Design Awards Gold Winner

Kongfuyan·Timeless Classic(孔府宴·年代经典)

Entrant Company

Shanghai XXYS Packaging Design Co., LTD

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Shandong Jingfa Kong fu yan wine industry Co., LTD(山东经发孔府宴酒业有限公司 )

Country / Region

China

This product was born in 1990, became the king of CCTV advertising in 1994, nationally famous, discontinued after 2000, 20 years later restarted, named "era classic"



The new product retains as much as possible the original look of the 1990s and upgrades: the bottle body uses the original green frosted glass; The shoulder of the bottle retains the period characteristics of the original hand-drawn calligraphy and upgrades it to become the core visual symbol of the product; The lid also retains the original pull ring form, upgraded in the process, exquisite and retro;



The overall design hopes to reawaken people's memories of the "green scrub" that once swept the country.



(这款产品诞生于1990年,1994年成为CCTV的广告之王,家喻户晓(全国知名),2000后停产,20年后重新启动,命名为“时代经典”



新产品尽可能保留上世纪90年代的原始风貌并升级:瓶身采用最初的绿色磨砂玻璃;瓶子肩部保留原先手绘美术字的年代感特点并升级,使之成为产品的核心视觉符号;盖子同样保留原先的拉环形式,在工艺上加以升级,精美又复古;



整体设计希望重新唤醒人们对这款曾经风靡全国的“绿磨砂”的美好记忆。)

Credits

Design Director
Xu Li
Senior Designer
Yang Minghao
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