2024 | Professional

MUSE Design Awards Design of the Year Winner

Lidu's Yuan Fermentation Pits 20th Anniversary Baijiu

Entrant Company

Jiangxi Lidu Liquor Co., Ltd. & Shenzhen Tienciho Brand Creative Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

Lidu's Yuan Fermentation Pits Excavation 20th Anniversary Baijiu pays tribute to the 20th anniversary of the archaeological excavation of the Yuan Dynasty distillery site. The 800-year-old Yuan fermentation pits, preserved for centuries, yield an elegant fragrance, with the rich aroma showcasing its timeless quality and profound historical significance. Its packaging design delves deep into the essence of the Yuan Dynasty distillery, a national treasure. Drawing inspiration from the national protected pearl shell, this commemorative baijiu is designed with innovative structural creativity. It not only symbolizes the significance of the Yuan Dynasty distillery site as a precious intangible cultural heritage, but also incorporates unique functional values, serving as both a display piece and a collectible.

It focuses on innovation in its design. The closely fitted S-shaped opening resembles a pearl-containing shell, adding a mysterious and artistic quality. The inspiration for the inner lining comes from the Yuan Dynasty fermentation pits, with the 20 bricks symbolizing the 20th anniversary. It is as if the baijiu, flowing like a waterfall, forms an L-shaped pedestal, representing the culmination of time into this exquisite brew. The overall design not only showcases outstanding display effects but also highlights the accumulation of years, giving it a unique charm during the process of aesthetic reconstruction.

Its logo reflects a profound understanding of the brand culture and the value of the Yuan fermentation pits. The prominent logo, positioned on the packaging like a precious medal, captures users' attention with its distinctive appearance. Intricate concepts are integrated with diverse elements, including the Lidu sorghum logo, the national intangible cultural heritage symbol - the Sun Bird, the "20th" emblem, and microbial elements. It isn't merely a simple combination of symbols but rather a homage and tribute to the brand's history and the Yuan fermentation pits as intangible cultural heritage. It encapsulates the pursuit of extraordinary quality and a super-premium positioning of the baijiu. The superb taste over 800 years of history endows the baijiu with a unique style, while the rich aroma it contains endeavors to provide consumers with unforgettable drinking experiences.

Credits

Xu Xianzu
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