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Packaging

Shede Year of the Tiger New Look Gift Set

Entrant: Beijing Wuyao Cultural and Creative Co. Ltd.

2022 Gold winner badge
2022

Gold

CategoryPackaging
Class / SubcategoryBeverage
Wine: Light
Country / RegionChina
Client’s nameShede Spirits Co. Ltd.

The project

Project description.

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In China, every twelve years, namely Chinese zodiac years, constitutes a cycle. The traditional Chinese zodiac cycle repeats itself by the same sequence of zodiac animals. The tiger is one of the 12 Chinese zodiac signs, and 2022 is the Year of the Tiger. As it happens, our design is inspired by the story about a Manchurian tiger’s return to the mountain. The elephants in the illustration indicate a Chinese idiom: “all things take on a fresh look (in which the literal meaning of ‘all things’ is ‘numberless elephants’). Hence, the combination of tigers and elephants in the illustration is suggestive of “all things take on a fresh look in the Year of the Tiger”. The Chinese have inherent enthusiasm for natural landscapes and animals, and the Chinese pursuit of man-nature harmony is compatible with the modern environment-friendly spirit. The images of the exterior package imitate the form of wood engraving in ancient China, on which wooden images of tigers, elephants and landscape are engraved, in an effort to reveal the compatibility with ecological nature via this sense of simplicity and naturalness. By unveiling the exterior package, exquisite illustrations on the bottle will be revealed, the designs and expressions of which are different from the exterior package, giving the overall design an elaborately layered charm. Such efforts allow consumers to appreciate the ingenuity of design, as well as invoke their contemplation on nature and ecology.

Project credits.

Wuyao

Original designer

Zhangyuchen

Illustration designer

Xiebaixing

Illustration designer

Zhengziyang

Graphic designer

Shihuafeng

Graphic designer

Liaohao

3D designer

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