2024 | Professional

MUSE Design Awards Platinum Winner

The 5th Generation Qinghua Lang

Entrant

Langjiu Brand Design Art Center / Chengdu Mind-and-Hand Positioning Co., Ltd

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Wang Bowei,Yu Jun,Wang Chaojun,He Zhuang,Qiu Lina

Country / Region

China

Originating from the 28th parallel north, Qinghua Lang is a rich and aromatic sauce-flavored liquor, matured in natural caves of Sichuan over years. This unique aging process gives rise to its elegant fragrance. As a result, the packaging of the 5th Generation Qinghua Lang breaks free from traditional design, drawing inspiration from ancient Chinese porcelain. This not only highlights the distinctive status of the 5th Generation Qinghua Lang, but also visually conveys its characteristics of rich aroma, mellow sauce flavor, and smooth finish. This imparts an air of elegance and luxury to the 5th Generation Qinghua Lang. In addition to its distinctive appearance, the 5th Generation Qinghua Lang also incorporates delicate craftsmanship. Its internally bursting anti-pull bottle cap has undergone an anti-counterfeiting upgrade. The innovative "firework-style" opening method provides an immersive unboxing experience, and the one-time destruction mechanism is even more iconic. The 5th Generation Qinghua Lang, a masterpiece honed and upgraded over five generations, is a treasure aged by time and the foremost representative of China's leading liquor brand. The 5th Generation Qinghua Lang's bottle design incorporates the aesthetic essence of two renowned Chinese porcelain styles: the Tang Dynasty gallbladder-shaped bottle and the Yuan Dynasty globular vase. It presents an elegant appearance in a balance of tradition and innovation - shaped like a suspended gallbladder, with a round and full abdomen. The graceful lines of "straight mouth, slender neck, and round belly" are smooth, rounded, and imbued with a sense of weightiness, appearing entirely natural and symbolizing the Chinese aesthetic concept of "the harmony of heaven and earth". The portable packaging features a detailed panorama illustrating the landmark of the Langjiu Estate. From the valleys to the mountains, from the slopes to the caves, it is the birthplace of fine wine and a scenic spot for tourism and sightseeing. Strolling in the Dongxian Temple, resting in the Hongyun Pavilion, and gazing from the Jingtian Platform, all vividly depict the birth process of the 5th Generation Qinghua Lang: born in the Chishui River, nurtured on the Tianbao Peak, stored in the pottery jar cellar, and hidden in the Tianbao Cave.

Credits

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