2026 | Professional

MUSE Design Awards Gold Winner

TaoYuan Wine - High Mountain Thorn Grape Spirit

Entrant

DANSHENG CREATIVE

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Hunan Junqi Liquor Industry

Country / Region

China

Promotion slogan: Born with thorns, dedicated to you who have not been smoothed out
This design is an absolute expression of 'thorn', aiming to transform physical touch into a sharp blade of brand cognition.
The precision glass spike array covering the entire body creates a strong defensive tactile experience. When holding, what comes from the fingertips is not discomfort, but a clear provocation and identity confirmation - it refuses smooth handshakes and only resonates with those who dare to "grasp the edge". This unique interactive design transforms' Born with thorns' from a slogan to a tangible and perceptible bodily memory.
The dark forest green bottle is like tempered grape power, deep and full of vitality. The silver mountain shaped metal cap resembles a cold and stern medal, forming a dialogue between natural wildness and futurism with the piercing array on the bottle body. Each bottle is a movable fortress of attitude. It rejects mediocrity through the tactile "discomfort" and declares existence through the visual "cannot be ignored". This is not only a packaging innovation, but also a brand tactile communication that pierces the brand gene into the mind.

Credits

Art Director
SITAI MA
designer
CHAO XU
modeling rendering
YUETING LI
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