Xijiu Matured Liquor Packaging by Chengdu Times Fashion Art Design Co., Ltd |
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| DESIGN NAME: Xijiu Matured Liquor PRIMARY FUNCTION: Packaging INSPIRATION: The bottle shape is inspired by an esteemed piece from the Palace Museum, whose circular form symbolizes completeness and harmony. This cultural imagery is complemented by the motifs favored in traditional culture, such as mountains, rising sun, scrolls, and ribbons, all converging into a visual identity of Chinese culture. This approach presents the classic drum silhouette of Xijiu, which conveys the preciousness of the matured liquor and embodies the wishes for fulfillment in life and career. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The packaging for Xijiu Matured Liquor Series fuses cultural exploration and aesthetic innovation. It integrates the symbolic essence of the circle in traditional Chinese culture, reflecting the profound heritage of Xijiu and the high quality of the matured liquor. By combining classical aesthetics with modern tastes, the packaging brims with new life in the modern era while retaining the classic bottle shape of Xijiu. It stands as an artwork rich with cultural heritage and heartfelt emotions. OPERATION / FLOW / INTERACTION: User experience is a top priority. Inspired by a revered relic in the Palace Museum, the cap features a four sided, auspicious shape called Sihe Ruyi in Chinese. This symbolizes the perfect alignment of time, place, craftsmanship, and harmony among people. And the cap opens and closes smoothly for ease of use. The outer box is designed for portability and easy storage. Its structure simplifies opening and ensure a secure closure, keeping the product intact during transportation and display. PROJECT DURATION AND LOCATION: This project started in Chengdu in March, 2024, and it was completed there in May, 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: - The laser engraved age statements of 15 and 30 years resemble fluttering ribbons, paying homage to the refined tradition of literati enjoying liquor and composing poetry by a winding stream. Their fluid lines connect visual experiences with olfactory senses of rich liquor aroma. - Inside, the original illustration in a woodcut style combines profound Chinese culture with the landscape along the Chishui River and premium ingredients, reflecting the sophistication and heritage of liquor brewing. SPECIFICATIONS / TECHNICAL PROPERTIES: 150mm*50mm*180mm TAGS: Chinese Liquor Packaging, Bottle Shaped like a Drum, Collections in the Palace Museum, Original Illustration, Traditional Chinese Culture RESEARCH ABSTRACT: The design team delved into the symbolic meaning of the circle in traditional Chinese culture, and integrated this cultural element with the unique characteristics of Xijiu and its matured liquor. The result is an innovative packaging design that harmonizes classical aesthetics with modern tastes. This ingenious fusion injects a distinctive aesthetic appeal and cultural significance into the product, while also fostering stronger brand identification and loyalty among consumers. CHALLENGE: The challenge lies in reflecting the symbolism of the circle, and distilling key liquor age details into a design that emotionally resonates with consumers and conveys the uniqueness of the liquor. This design draws on the collections in the Palace Museum, adopts the classic bottle shape of Xijiu, highlights age statements, and features an illustration symbolizing inheritance from ancient times to the present. These elements reflect profound brewing heritage of Xijiu and its progressive spirit. ADDED DATE: 2024-08-15 21:47:23 TEAM MEMBERS (3) : Xiaohu Feng, Xian Huo and Lei Wang IMAGE CREDITS: Chengdu Times Fashion Art Design Co., Ltd, 2024. |
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| CLIENT/STUDIO/BRAND DETAILS | |
| NAME: GUIZHOU XIJIU CO..LTD PROFILE: The Guizhou Xijiu Investment Holding Group Co., Ltd. (abbreviated as "Guizhou Xijiu"), headquartered at the Er-langtan crossing of the Chi Shui River in the middle reaches of the northern Guizhou plateau, the site of the Red Army's "Four Crossings of the Chi Shui River" during the Long March, is nestled against mountains and beside water, with beautiful scenery. The company covers an area of more than 8,000 mu (approximately 1,312 acres), has over 15,000 employees, and in 2023, its brand value reached 222.463 billion yuan, ranking among the top eight Chinese liquor brands and second among Chinese soy sauce-flavored liquors. |
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Xijiu Matured Liquor Packaging by Chengdu Times Fashion Art Design Co., Ltd is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Chengdu Times Fashion Art Design Co., Ltd for design Xijiu Matured Liquor here.· Press Members: Login or Register to request an exclusive interview with Chengdu Times Fashion Art Design Co., Ltd. · Click here to view the profile and other works by Chengdu Times Fashion Art Design Co., Ltd. |
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