2024 | Professional

MUSE Design Awards Gold Winner

Herborist Ultimate Revitalizing Lift & Anti-wrinkle Series

Entrant Company

Shanghai Jahwa United Co., Ltd

Category

Packaging Design - Beauty & Personal Care

Client's Name

Shanghai Jahwa United Co., Ltd

Country / Region

China

Herborist Ultimate Revitalizing Lift & Anti-wrinkle Series, a synthesis of Chinese ancient herbal prescriptions and modern patented precise anti-aging technology, aims to help women revitalize their skin and inherit Chinese traditional culture. Based on that, its packaging, taking Chinese aesthetics and traditional culture as the core while incorporating modern fashion, adopts a rounded profile with exquisite designs to exude luxury and femininity.

The meticulously crafted bottle is reminiscent of a classical beauty dressed in a gorgeous Chinese royal costume. Its shining striped shawl design restores the flat stitches of palace embroidery (it is exclusive to royals in ancient China, and now a national intangible cultural heritage) to the utmost, which suggests the upscale position and premium quality while suggesting the product series will take good care of women’s skin. Such a design also increases friction to ensure the bottle is easy to grip and open, more friendly to users. The top “H” (the brand name’ first letter) encircled by four Ru Yi patterns (usually used in the shawl) represents best wishes for a peaceful world and good luck. Additionally, the ripple element features a vigorous design language, which enables a dynamic play of light and shadow as the gaze direction changes, symbolizing enduring vitality; the closely arranged ringlike patterns represent energy release, suggesting the strong anti-aging effect of the product series. The flat top of the lid allows the bottle to be stably placed upside down, so that the content can be used up till the last drop to reduce waste.

Credits

Graphic design
Yanqing Xu
Art direction
Jun Xu
Creative direction
Jun Wang
Project management
Weijia Bi
Project management
Yunjun Ma
Project management
Mingyue Zheng
External design
Yibin Cao
External design
Menghan Guo
External design
Wenjie Xia
Graphic design
Jingyi Che
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