China   |  2021

MUSE Design Awards Silver Winner

Zhonghai Wanyue

Entrant Company

Shenzhen Qiaojiang Packaging Design Co., Ltd.

Category

Packaging Design

Client's Name

Sub-Category

Wine, Beer & Liquor

Zhonghaiwanyue is a type of serialized upscale jiang-flavor Chinese liquor. The significance of liquor not only lies in pleasing the Chinese’s stomach but also inheriting and appreciating Chinese liquor culture. The packaging styling is derived from Beijing White Pagoda, which is full of Chinese classical architectural style. The body shape applies pagoda’s regular octagon, stately and sacred, resembling an art piece. The packaging series in gilded red, yellow and blue corresponds to separate alcohol strength for visual distinction. The bottle neck comprises ten Chinese historical attractions to form the upper footing of the tower, which simultaneously enriches visual layering for products and expresses the distinctive features of Chinese regional culture and jiang-flavor spirits culture. The upper part styling of the bottle neck is a fusion of the White Pagoda& the Forbidden City as well as a combination of the round bottle neck& the square bottle body, which not only reflects Chinese classical aesthetics “square and round”, but also embodies the soft taste of the product.

Credits

Shenzhen Qiaojiang Packaging Design Co., Ltd.
Weining Wang
Shenzhen Qiaojiang Packaging Design Co., Ltd.
Tanjiang Zheng
Beijing Zhonghai Wanyue Liquor Culture Development Co., Ltd.
Hongliang Wang
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