2024 | Professional

MUSE Design Awards Gold Winner

Guotai . Longjiu Zuncang Chinese Baijiu

Entrant Company

Ying Song Brand Design(Shenzhen)Co., Ltd

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Guizhou Guotai Liquor Group Co., Ltd.

Country / Region

China

The creative concept combines the source of wine "Chishui River" with dragon, and the silk label is a feature.

This is a high-end product named "Dragon" from the Guotai brand. The liquor comes from the famous Chinese white wine producing area, the Chishui River Basin.

The idea combines "Chishui River" with dragon, surrounded by layers of clouds. The golden visual center looks like the Chishui River flowing through the Yungui Plateau and also like a dragon moving through the clouds.

Chinese liquor has a long history, and ceramics and silk are important inventions and intangible cultural heritage in ancient China. The combination of ceramic liquor bottles and silk bottle labels reflects the long history of Chinese liquor.

The overall shape of the bottle resembles an emperor's jade seal, and the silk label features a five-clawed golden dragon embroidered on an ancient emperor's silk dragon robe to reflect the product's nobility and scarcity.

Credits

Creative Director
Yingsong Chen
Design
Haibo Li
Design
Wenbing Cheng
3D
Wei Hu
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