China   |  2022

MUSE Design Awards Platinum Winner

Jiangshiguo State Liquor

Entrant Company

Chengdu Fenggu Muchuang Packaging Co., Ltd.

Category

Packaging Design

Client's Name

Guizhou Jiangshiguo liquor Co., LTD

Sub-Category

Wine, Beer & Liquor

Jiangshiguo State Liquor is positioned as Jiang-flavour Chinese liquor for limited collection. It embodies the ongoing exploration, persistence, refinement, sharing and inheritance of Chinese ingenuity. Integrated with the spirit of ingenuity, it is expected to present a unique and classic flavour of Chinese liquor. Sticking to the concept of simplicity, the product design eliminates redundant elements that may cause visual interference. Based on that, the product package utilizes golden dots and the convex trend lines of mountains to symbolize the prosperous native land and vividly express an lingering flavour. Besides, the light blue color on the the product package is gradually darken to ink blue. The gradual change presents a view of the blue sky and lush mountains, and intuitively conveys the increasingly stronger flavor over time. When users open the package to savor the liquor, it will reminds them of the classic flavour of Chinese liquor. In addition, the bottle cap is made of solid wood and metal. It gains richer textures through the combination of wood grain and gilding. As for the outer packaging, it resembles a draw with golden edges. On the surface are the core elements, including the trend lines of mountains and golden dots, subtly echoing the bottle design. The two sides are illustrated with auspicious clouds and Loong(Chinese dragons), which are the most representative patterns in China. The Chinese dragons stand for the noble status of Chinese emperors and intuitively convey the classic flavour of State Liquor.

Credits

Creative Consultant
Linlin Fan
Creative Director
Hai Zhu
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