2024 | Professional

MUSE Design Awards Platinum Winner

Memorial to the Throne · Noble Loong Liquor

Entrant Company

Visual Echo Advertising Design Studio in Wan'an, Chengdu Subdistrict, Tianfu New District, Chengdu City

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

Designed for Memorial to the Throne · Noble Loong Liquor, a type of Chinese liquor (also known as Chinese Baijiu), this exquisite packaging blends traditional Chinese Loong totem with an amber hue, creating a visual symbol imbued with power and profound cultural connotations.

In Chinese culture, the Loong symbolizes power, dignity, and good fortune. Adorning the bottle is a mesmerizing three-dimensional pattern inspired by the graceful curves of a coiled Loong. Against an amber backdrop, this intricate pattern design conjures imagery of the Loong gracefully gliding amidst clouds, radiating dynamic beauty and reflecting the vitality of Chinese art. Amber, an ancient gemstone, is seen as a timeless bridge between bygone eras and the present, much like the role of Chinese liquor in preserving culture and tradition. As for the warm, transparent hue of the bottle, it isn't a random choice; rather, it perfectly complements the noble and enigmatic aura of the Loong, and metaphorically mirrors the liquor's journey of refinement akin to the evolving beauty of amber over time. Inspired by the natural textures of amber, the scales of the Loong come alive through advanced glass three-dimensional imaging technology. This innovative design not only adds a dynamic sense, visual depth, and tactile allure to the bottle, but also reaffirms a steadfast commitment to heritage and quality.

The texture and color of the bottle surface have been meticulously crafted using unique glass spraying techniques, incorporating gradient spraying and natural mineral pigments. This not only reduces production costs but also prioritizes product safety and eco-friendliness. Additionally, the materials used are recyclable, ensuring minimal environmental impact rather than ending up in a landfill.

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