2024 | Professional

MUSE Design Awards Gold Winner

Fenjiu·Four Great National Essence

Entrant

Shanghai Brave Little Train Creative Consulting Co., Ltd

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

-

Country / Region

China

About The Entry

Inspired by traditional Chinese culture, Fenjiu's Four Great National Essence packaging incorporates calligraphy, martial arts, Peking Opera, and traditional Chinese medicine, paying tribute to and inheriting Chinese culture. Each aspect is uniquely represented, offering not just a taste of the liquor but also a glimpse into the charm of Chinese culture.

The packaging design reflects the essence of Chinese calligraphy, with a bottle cap resembling a calligraphy brush and auspicious patterns adorning the bottle neck. The bottle body, white like rice paper, is embossed with the calligraphy of Preface to the Orchid Pavilion, elegantly contrasted with gold decorations against transparent glass, showcasing the beauty of calligraphy.

Drawing from the rich history of Chinese martial arts, the packaging features a bottle cap shaped like a martial artist and yellow embossed weaponry on the bottle body, embodying the spirit of martial arts and honoring its cultural significance.

Peking Opera, renowned for its diverse characters and unique performance styles, inspires the packaging with a bottle cap in the likeness of Guan Yu and red embossed facial masks on the bottle body, celebrating this quintessential Chinese art form.

Traditional Chinese medicine (TCM) is revered for its holistic approach to health. The packaging reflects this with a gourd-shaped bottle cap and blue embossed TCM elements on the bottle body, symbolizing auspiciousness and health, paying homage to TCM culture.

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