China   |  2022

MUSE Design Awards Silver Winner

An elephant-tiger-themed wine gift package design for Shede

Entrant Company

Beijing Wuyao Cultural and Creative Co. Ltd.

Category

Packaging Design

Client's Name

Shede Spirits Co. Ltd.

Sub-Category

Wine, Beer & Liquor

In China, every twelve years, namely Chinese zodiac years, constitutes a cycle. The traditional Chinese zodiac cycle repeats itself by the same sequence of zodiac animals. The tiger is one of the 12 Chinese zodiac signs, and 2022 is the Year of the Tiger. As it happens, our design is inspired by the story about a Manchurian tiger’s return to the mountain. The elephants in the illustration indicate a Chinese idiom: “all things take on a fresh look (in which the literal meaning of ‘all things’ is ‘numberless elephants’). Hence, the combination of tigers and elephants in the illustration is suggestive of “all things take on a fresh look in the Year of the Tiger”. The Chinese have inherent enthusiasm for natural landscapes and animals, and the Chinese pursuit of man-nature harmony is compatible with the modern environment-friendly spirit. The images of the exterior package imitate the form of wood engraving in ancient China, on which wooden images of tigers, elephants and landscape are engraved, in an effort to reveal the compatibility with ecological nature via this sense of simplicity and naturalness. By unveiling the exterior package, exquisite illustrations on the bottle will be revealed, the designs and expressions of which are different from the exterior package, giving the overall design an elaborately layered charm. Such efforts allow consumers to appreciate the ingenuity of design, as well as invoke their contemplation on nature and ecology.

Credits

原创设计师
五瑶
插图设计师
Wuyao Zhangyuchen Xiebaixing
平面设计师
正子阳五耀世华峰
3D设计师
廖豪
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