China   |  2022

MUSE Design Awards Gold Winner

Jinshahuisha liquor Gold 2015

Entrant Company

Beijing Jingdong Century Information Technology Co., Ltd.

Category

Packaging Design

Client's Name

Beijing Jingdong Century Information Technology Co., Ltd.

Sub-Category

Wine, Beer & Liquor

The launch of Jinshahuisha liquor Gold 2015 is a tribute to the honor of winning the Grand Gold Medal at the Concours Mondial de Bruxelles 2015. Against the backdrop of the Grand Gold Medal of the competition, it aims to carry the historical honor and show strong product attractiveness with “Gold Medal quality”, bringing the return of quality wine in the consumer era. It visually expresses the honor of the competition through the medal, highlighting the international recognition and market acceptance of the work. The shape of the bottle is derived from the clay jar of ancient winemaking. On this basis, it adopts a low center of gravity to make the shape more stable. With the gold-plated decoration, the whole work is more imposing. The color scheme is pure gold, echoing the Grand Gold Medal, which intuitively conveys to users the concept of gold-like high quality. At the same time, the golden cap derived from champagne not only goes with the overall high-quality tone of the product, but also gives the packaging an elegant and noble artistic atmosphere. The outer box follows the golden hue of the bottle and incorporates a sauce color, which is the fermentation color of little red sorghum, the work’s raw material. The outer box is designed with a medal-shaped magnet clasp, with a humanized opening way, one can open it by left and right. Thus, it makes the opening process more ritualistic and the work more elegant as a present.

Credits

Creative designer
Changjun Wang
Product manager
Haihong Yan
Head of agency
Wanwan Zhao
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