2025 | Professional

French Design Awards Platinum Winner

JINSHIYUAN SHISHIRUYI Liquor

Entrant

CHENGDU YIPINGONGZAO / CHENGDU UNIVERSITY

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

JIANGSU KING`S LUCK BREWERY JOINT-STOCK CO.,LTD.

Country / Region

China

Rooted in the spirit of "Yuan" (predestined connection), this design conveys Eastern wisdom through object aesthetics—cherishing human bonds and honoring life's memorable encounters.
The vessel, crafted with traditional Chinese ceramic techniques, draws inspiration from the plump form of a persimmon, symbolizing nature's bountiful gifts.
Its fluid curves echo the Eastern blessing of "Shi Shi Ru Yi" ( "May all things go as you wish"), while the six-petal symmetrical structure embodies harmonious beauty. The silhouette evokes a high-hung festive lantern, celebrating the brand's glorious 10th anniversary.
The metal cap, inlaid with gemstones and window-patterned emblem revive traditional gold and silver filigree craftsmanship, distilling the Eastern philosophy of "luxury in subtlety" within geometric lines. The cap's top artfully blends Ruyi clouds (auspicious clouds), lotus motifs, and the character "Yuan" (缘), signifying "auspiciousness born from beautiful encounters."
The brand emblem innovatively transforms: the stock code "603369" forms a bull's head emblem—a symbol of resilience—dancing amidst K-line waveforms, conveying the corporate spirit of "tenacious growth."
The gift box, finished in celebratory Chinese red high-gloss lacquer, captures the essence of flowing jubilation. Its minimalist form bestows timeless heirloom quality.

Credits

Creative Director
Xie Yuliang
Design Director
Wan Guo
3D Designer
Wang Xun
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