2023 | Professional

MUSE Design Awards Platinum Winner

FORGOOD KING - The Colorful Five Elements

Entrant Company

Chengdu Red-lion Culture Communication Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

ZONG ZHIGANG, WU YAN, MA ZHi, CHEN XIAOXIN, YUAN YING

Country / Region

China

"FORGOOD KING" is an exquisite gift set that seamlessly marries the profound essence of Chinese classical culture with the convenience of an e-commerce platform. Each "FORGOOD KING" gift set comprises five distinct liquor bottles, each representing one of the five elements from traditional Chinese culture (Metal, Wood, Water, Fire, and Earth).

The design philosophy draws inspiration from innovative expressions of ancient Chinese culture. While historical symbols often took form in concise and symbolic ways, modern times call for fresh approaches that balance contemporary aesthetics and a rich foundation in tradition.

The five elements - Metal, Wood, Water, Fire, and Earth - constitute the fundamental components through which traditional Chinese culture interprets the world. These elements embody cycles of generation and restriction, a dance between invigoration and containment, a harmonious interplay of opposing forces. Captivatingly intricate, this concept, while profound, may pose challenges in accessibility to the modern consumer. To bridge this gap, this design employs a thoughtful alignment of elements with colors, animals, symbols, and ancient characters, creating distinct boundaries within a harmonious unity. This synthesis gives rise to an elegant and dignified image that remains dynamic and spirited, offering a more intuitive experience of the enchanting interaction between the five elements.

The FORGOOD KING- The Colorful Five Elements presents the five elements with a vibrant spectrum of colors, embracing a striking Eastern visual aesthetic. While sharing a consistent overall structure, each element maintains its unique style and allure, prompting curiosity and encouraging users to explore and appreciate the fusion of distinct flavors, colors, symbols, and animal imagery across the collection.

By tangibly depicting abstract cultural elements, "FORGOOD KING" allows consumers to comprehend, feel, and experience the application and perpetuation of traditional Chinese culture in the modern world. This design serves as a conduit, linking the profound depths of classical heritage with an accessible emotional connection, promoting the integration of traditional Baijiu (Chinese liquor) with contemporary culture. "FORGOOD KING" not only honors tradition but also showcases the enduring vitality and relevance of Chinese cultural heritage, creating a captivating and engaging experience for enthusiasts of all walks of life.

Credits

Chengdu Red-lion Culture Communication Co., Ltd.
ZONG ZHIGANG
Chengdu Red-lion Culture Communication Co., Ltd.
WU YAN
Chengdu Red-lion Culture Communication Co., Ltd.
MA ZHi
Chengdu Red-lion Culture Communication Co., Ltd.
CHEN XIAOXIN
Chengdu Red-lion Culture Communication Co., Ltd.
YUAN YING
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