2024 | Professional

MUSE Design Awards Platinum Winner

Golden Sesame Brew

Entrant Company

Shenzhen Jujin Paper Packaging Co.,LTD

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Weiss Qiu, Li Zhiwen

Country / Region

China

Golden Sesame Brew Baijiu perfectly combines the deep cultural heritage of Jingzhi Distillery with innovative design, drawing from the unique natural environment and traditional craftsmanship of Shandong Jingzhi. Inspired by sesame seeds, its distinct shape and multifunctional design make it not only a premium spirit but also a meticulously crafted work of art. Jinzhi Brew showcases nature, craftsmanship, and culture, offering a unique sensory and cultural experience to its drinkers.

The design inspiration for Golden Sesame Brew comes from the unique natural geographic environment and long-standing brewing culture of Shandong Jingzhi. Nestled between the Taiyi and Jiaodong mountain ranges, the Weihe River region boasts three converging rivers, providing pure water for brewing. Additionally, the designers have deeply explored traditional brewing techniques, subtly embedding the 21-character brewing philosophy—"grain must be fine, water must be sweet"—into the bottle design. This symbolizes the perfect fusion of tradition and modernity, reflecting profound cultural heritage.

The bottle of is shaped like a sesame seed, with a fine texture that is ergonomic, easy to hold, and visually appealing. The peak at the top of the bottle cap symbolizes the unique brewing environment of Jingzhi Distillery, echoing the wonders of nature and the essence of the brew. The lower part of the cap mimics the straw hats worn by sesame harvesters, cleverly incorporating cultural elements into the design. The cap can also function as an incense holder or a drinking bowl, enhancing the product's practicality and interactivity. The overall design is not only beautiful but also rich in meaning and craftsmanship.

The cap design goes beyond traditional baijiu packaging, offering cultural symbolism and functionality. The mountain-shaped peak can be used as an incense holder, while the straw hat-shaped cap doubles as a drinking bowl, creating a unique tasting experience. The multifunctional cap adds interactivity for the user, making the drinking process more fun and convenient, whether used as an incense holder or bowl.

This design is not just a fine spirit but also a cultural artifact. Through its unique shape, multifunctional features, and profound cultural connotations, the packaging is elevated to an artistic level.

Credits

Weiss Qiu
Li Zhiwen
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