XIANG XUEHUAI FRIENDS

The packaging of this Chinese Baijiu series cleverly integrates music elements with the tradition of Jiang-flavoured liquors to honour Mr Xiang Xuehuai's musical career, aiming to provide consumers with a fire-new liquor savour experience full of cultural connotations.

The bottle cap design is a nostalgic tribute to the Hung Hom Coliseum, where Mr. Xiang Xuehuai once performed his soul-stirring concerts. The architectural form of the inverted pyramid stone structure is skillfully recreated to evoke nostalgia and emotional resonance associated with this classic music arena.

The designers have artfully captured the meandering river shape of the Chishui River, pivotal to the product's brewing process, and translated it into a three-dimensional representation on the bottle. This design not only lends the bottle a distinctive visual appeal but also harmonizes with the rhythm of the pentatonic scale, masterfully merging music, ingredients, and exquisite liquor. A guitar plectrum is included at the opening of the gift box, not just as a symbol for unlocking the gift box, but as a personal accessory that enables individual expression. This unique feature not only satisfies the ceremonial sense of liquor savouring but also guides users into the journey of a delightful encounter of music and fine liquor.

The packaging, featuring a colour-coordinated bottle design, showcases a wealth of creativity and artistic elegance. The unique colour palette, comprising black, white, red, and blue, corresponds to specific songs, each carrying distinct emotions and meanings. Upon unwrapping the package, the user will find an inner box designed with visually striking song lyrics. This thoughtful design adds a multi-sensory element to the liquor-tasting experience, evoking a range of emotions as the user savours the drink.