2025 | Professional

MUSE Design Awards Gold Winner

Guo Niang 50 - The Blossom of a Golden Age

Entrant Company

Sichuan Normal University

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Wu Yan

Country / Region

China

Heritage and Craftsmanship: The Guo Niang-50 Baijiu Packaging
Fusing traditional Chinese symbolism with a bold, modern aesthetic, the packaging for Guo Niang-50 is a testament to the luxury and rich heritage of premium baijiu. Crafted for the discerning consumer, this design captures the essence of a spirit that is both a nod to the past and a celebration of contemporary craftsmanship. The experience begins with a grand presentation box that opens dramatically, revealing the exquisite bottle nestled before a golden, fan-like backdrop, immediately signaling the prestige of the product within.
The bottle itself is a statement of elegance and strength. Its robust, opaque black form provides a powerful backdrop for the intricate, bronze-gold metalwork that adorns it. This color palette immediately conveys a sense of prestige and exclusivity, positioning the product in the high-end spirits market. The textured finish of the bottle not only adds a tactile dimension to the experience but also ensures it stands out.
Central to the design is a lavishly detailed emblem featuring the peony, known in Chinese culture as the "King of Flowers." The peony is a powerful symbol of wealth, prosperity, honor, and high social status, making it a fitting motif for a premium liquor. The gift box is also elegantly embossed with the same peony motif, creating a cohesive and luxurious visual identity. The name "Guo Niang", translating to "National Brew," further elevates the brand's standing.
The prominent "50" on the neck of the bottle signifies a mark of distinction, associated with a significant age, enhancing its collectible appeal. This sense of exclusivity is reinforced by the accompanying collection certificate, presented as a traditional Chinese scroll.
To complete the ceremonial experience, the set includes two matching black drinking cups, each adorned with a golden peony. This comprehensive and multi-layered presentation, from the elegant opening of the box to the ceremonial act of drinking, positions Guo Niang-50 not just as a premium spirit, but as a cultural artifact that is both luxurious and deeply respectful of Chinese tradition.

Credits

Sichuan Normal University
Wu Yan
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