London Design Platinum

2023

HUANGZHI Chinese Baijiu

Entrant

LITETE BRAND DESIGN

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Country / Region

China

The meaning of HUANGZHI is "made by the Royal".

In 1584 during the Ming Dynasty's Wanli reign, the Yang chieftain of Bozhou, Guizhou, presented a precious soy sauce wine to the court. Emperor Shenzong Zhu Yijun drank it and the dragon's face was overjoyed. From then on, this wine became known as "tribute wine". But the subsequent outbreak of the Bozhou Campaign temporarily suspended the production of tribute wine. Later, with the passage of time, the formula and craftsmanship of Gongjiu were passed down, forming today's "HUANGZHI" sauce wine.

To reflect the historical background and rich cultural heritage of the "HUANGZHI" soy sauce tribute wine, the bottle design of this time adopts the form of a jade seal, paired with a Chinese auspicious beast on the bottle shoulder, which is noble and elegant, and also contains auspicious, prosperous, safe, longevity, wealth and other beautiful meanings.

Credits

Creative Director
Langcer Lee
Designer
GUO SHENG XU
Designer
PAN LI JUAN
Designer
YANG JIE
Illustrator
ZHANG FAN
Illustrator
ZHANG JIA NI
photographer
JIANG TAO
photographer
MAI JI
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