2024 | Professional

MUSE Design Awards Gold Winner

Guizhou - Miao Embroidery Gift Box

Entrant Company

Shenzhen Baixinglong Creative Packaging Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

HUIQUNGUILI

Country / Region

China

Flying birds and mythical beasts, colorful threads and skilled hands. A national treasure, Chinese Miao embroidery. As an ancient art with a long history within the Miao ethnic group, Miao embroidery has always been known as "a history book worn on the body." With a variety of patterns, it is renowned throughout the world.



Wine + Cultural Tourism Miao Embroidery

A tribute to national intangible cultural heritage and Chinese inheritance.



Relying on costumes, totems, and art, the Miao ethnic group carries their cultural lineage. Using cloth as paper, needles as pens, and threads as ink, embroidery needles dance gracefully on the woven fabric, shuttling through human time and space. This outlines a unique national sentiment, inheriting the splendid Eastern charm.



The main gift is a round fan, symbolizing unity, kindness, and good fortune. The fan, adorned with the scent of flowers under the moon, embodies elegance as it dances on the fingertips.



Legend has it that the butterfly is the mother of the Miao ethnic group, and the great egret is its ancestor. The Miao people transform their imagination of the origin of all things into Miao embroidery, blending stories, emotions, and history to create a story belonging to their nation. The entire pattern, featuring fish, birds, flowers, and grass, creates a colorful and natural scene. Unity and common purpose inherit the glory of intangible cultural heritage.

Credits

Shenzhen Baixinglong Creative Packaging Co., Ltd.
URANUS TEAM
Shenzhen Baixinglong Creative Packaging Co., Ltd.
WEILI TAN
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