China   |  2021

MUSE Design Awards Platinum Winner

Wuliang Jinzun

Entrant Company

Shenzhen Qiaojiang Packaging Design Co., Ltd.

Category

Packaging Design

Client's Name

Sub-Category

Wine, Beer & Liquor

Wuliang Jinzun is a superior Wuliangye (Chinese liquor) with a strong flavour. Valuing liquor culture, Chinese people treat liquor-collecting&tasting equally. The product intends to interpret the connotation of Chinese liquor culture aesthetically. Enlightened by a classical Chinese poem of Li Bai “Let joy brim with your success! Let liquor brim with your gold goblet!”, this series packaging integrates brand planning and ambition into it. The distinctive packaging in red, blue, purple, also three respective Chinese characters selected from their homophonic phrases, which correspond to three themes of good fortune, grand blueprint, great omen. The philosophy of brand get across to users when unwrapping the packaging. “Zun”(an ancient Chinese drinking goblet) is devised as its surface pattern which comprises brewing material and process and echoes the name: Jinzun, and spreads Chinese liquor culture to users. The cap design is derived from the imperial jade seal, which represents the authority of emperors. Also, the bottom characters are regarded as a symbol of personal identity. A sense of nobility is highlighted for collecting and delivering gifts by a fusion of them.

Credits

Shenzhen Qiaojiang Packaging Design Co., Ltd.
Weining Wang
Shenzhen Qiaojiang Packaging Design Co., Ltd.
Tanjiang Zheng
Sichuan Jinjinzun Brewing Industry Co., Ltd.
Xiaoyang Chen
Sichuan Jinjinzun Brewing Industry Co., Ltd.
Lei Wang
Sichuan Jinjinzun Brewing Industry Co., Ltd.
Jun Zhang
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