2025 | Professional

MUSE Design Awards Gold Winner

DuKang SOULLINK

Entrant Company

Shenzhen Reform Brand Consultant and Design Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

Du Kang SOULLINK, takes Chinese "confidant culture" as its spiritual core and designs a visual language that uses "sound waves" as an emotional carrier to transform the rhythm of baijiu flow into soul resonance. Through the physical properties of sound waves, it metaphorically represents the emotional resonance of confidants meeting. The "support" twin gift box design includes two specifications: 322ml and 258ml, with a combined capacity of 580ml, which sounds like "I accompany you". The upper part symbolizes the dream and glory of being protected, while the lower part as a solid foundation, reflecting the friendship with elders, close friends, and partners. The sound attenuation curve carved on the bottle body gradually fades away, symbolizing the Eastern philosophy of "the more you drink, the deeper your emotions become". The circular main visual fusion of sound field resonance and eternal dialogue imagery triggers a memory echo mechanism upon opening the bottle, making the drinking ceremony a spatiotemporal bond of emotional resonance. Breaking through the stack of historical symbols commonly used in baijiu products, the concept of "support" runs through three major interpersonal relationships: family as a backing, partners as comrades in arms, close friends witness every moment of you. By using scientific vocabulary such as sound attenuation curves, the implicit Eastern friendship is translated into a visual language understood by Generation Z, creating a "shareable social currency" and opening up a new track for emotional consumption.

Du Kang SOULLINK, uses sound waves as an emotional carrier to metaphorically represent the philosophy of "I accompany you" through the 322ml+258ml twin body. The gradually silencing pattern on the bottle echoes the Eastern wisdom of "Emotions come from baijiu", and the fragrance left by the empty cup is transformed into a visual imprint of sound waves. The circular main visual constructs a sound field resonance image, integrates Eastern culture and emotional resonance, and creates a product design that combines connotation and temperature.

Credits

Designer
Ms.Liu Xinhui
Designer
Mr.Dong Jinghong
Designer
Mr.Li Wei
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