GUOYAO JIANCANG branded liquor bottle and gift box

This project is specific to the design of GUOYAO JIANCANG branded liquor bottle and gift box. In light of the collection value of liquor and the characteristics of intended users and sales region, the designer was inspired from traditional Chinese culture and reflected this element in the course of design. The gift box and bottle body are in red and gold, a color scheme associated with wealth and dignity in traditional Chinese culture. Red stands for festive joy, passion and vigor, while red symbolizes nobility and supremacy of the imperial power in ancient China. As the most intuitive way of visual communication, color makes the high value attribute of the product readily stand out and gains an affective commitment from user. Visually dominating the bottle and gift box packaging, auspicious cloud patterns are seen as a critical part of the design. Auspicious cloud, the symbolic pattern of traditional Chinese culture, bears the implied meaning of good luck, fortune and happiness and is perceived positive and motivating. Inspired from the famous ceramic artworks with auspicious cloud patterns fired in the Qianlong and Kangxi reigns of the Qing Dynasty, the designer recreated these works using modern art techniques, extracted the essence of patterns, and formed a unique and coherent pattern of auspicious clouds. This design not only inherits and spreads the traditional Chinese culture heritage, but also upgrades the artistic class, confers a unique artistic value and transcends the cultural meaning linked to the product. Inspired from the jade bead, the cap is ornamented with double dragon streaks, presenting a blessed pattern of “two dragons playing with a pearl” that is coherent to the auspicious cloud pattern on the bottle. The visual center zone of the bottle and gift box is ingeniously arranged with a plague, known as an important symbol of palaces in ancient China. This element is a predominant ornament that highlights the brand name. The signage marking elements of traditional Chinese architecture help the designer deliver a unique visual effect that is perceived as imposing and grave, in order to underline and present the brand value.