2021 | Professional

MUSE Design Awards Silver Winner

Gulu Liquor Packaging

Entrant Company

Ning Xia Eyes on Brand Design Co., Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

Gulu liquor packaging offers a blend of nostalgia and modernity to highlight its concept of quality-orientation, sincerity and innocence as well as showcase interactive and entertaining features.

Brewed with pure sorghum, Gulu liquor is unique in its less intoxicating and quick to sober up, which makes it suitable for young consumers. The hand-drawn illustrations of the packaging incorporate elements with distinct features of the time to lend a touch of narrative details. Each illustration is designed with a special temperature-sensitive area. Colors will change by rising temperatures of hand touching, thus showing a vivid graphic and rendering it with more intriguingly interactive. The overall packaging takes the form of original hand drawings from patterns to the font, while the background with myriad elements also yield a more authentic and visually-charged effect to attract young Chinese consumers.

In brief, the designer adopts an innovative form to reorganize elements brimming with cordiality and sincerity of old times, thereby creating a close emotional bond with the target clientele.

Credits

Founder/Principal Designer
Lu Han
Co-founder / Rendering Designer
Peng Jia
Illustrator
Yujie Zhang
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