2024 | Professional

MUSE Design Awards Platinum Winner

Loong Majesty Over All Lands

Entrant Company

Chengdu Stone Design Co., LTD

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

This Chinese Baijiu packaging revolves around the zodiac sign of the Loong, with the concept of the Loong casting its majesty across the land. By artfully incorporating traditional Chinese motifs and colors, this design offers consumers a liquor that has both commemorative and collectible value.

The bottle cap is a three-dimensional golden sculpture of a Loong head, creating a distinctive visual impact. This cultural element also symbolizes good fortune and health, making the product an ideal gift for the Year of the Loong. Additionally, its whiskers function as a locking mechanism, ensuring the cap stays securely in place—eliminating concerns about it loosening or detaching during transportation and storage. This thoughtful feature not only enhances practicality but also symbolizes longevity and well-being, further enriching the auspicious significance of the packaging.

The bottle itself is adorned in "Jicui", a peacock green hue derived from the Zang Kiln during the Qing Dynasty's Kangxi Era (1662-1722), exuding a unique artistic charm and refined elegance. Enhanced with advanced frosting and spray-painting techniques, the bottle features a distinctive matte finish, seamlessly blending traditional allure with modern aesthetics. The lower section of the bottle is meticulously engraved with traditional Chinese wave patterns, which, in conjunction with the cap shaped like a Loong head, evokes the majestic image of the divine Loong rising through the waves. This visual design reflects the ancient Chinese belief in the Loong's powerful ascent upon encountering water, which symbolizes strength, transformation, and prosperity.

To meet consumers' needs for gifting and collecting, this packaging design includes an exquisitely crafted gift box that harmonizes with the bottle's aesthetic design, presenting a cohesive and elegant set. Beyond merely protecting the bottle, this design serves as an artistic piece that reflects consumers' personality and taste.

Credits

Creative Director
Yang Shi
Design Director
Ying Zhang
Designer
Yuanji Zhao
Designer
Tingting Fei
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