Heritage Unbottled – Shenzhen Red Deer Crafts Guyue Longsha’s Identity
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Shenzhen Red Deer Culture Creative Design Co., LTD skillfully designed Guyue Longshan's packaging, merging traditional elegance with contemporary flair to highlight the rice wine's rich heritage and taste.
The artistry of rice wine packaging is a captivating gateway to the rich tapestry of culture and tradition it embodies. Beyond mere containers, these packages serve as canvases that narrate the storied history, meticulous craftsmanship, and profound cultural significance of the beverage within. Each bottle is a testament to the heritage of rice wine making, reflecting the essence of regions where these ancient practices have flourished for centuries.
Through elegant designs and thoughtful motifs, the packaging of rice wine not only preserves the integrity and flavor of this cherished libation but also communicates a deeper appreciation for the beauty and diversity of cultural expression. In this way, the packaging becomes a bridge, connecting the modern consumer with the ancient art of rice wine brewing, and inviting them to partake in a sensory journey that transcends time.
In a bold fusion of tradition and innovation, Shenzhen Red Deer Culture Creative Design Co., LTD has masterfully redefined the visual identity of Guyue Longshan, China's venerable yellow wine with deep roots in Zhejiang's rich history. Tasked with the challenge of updating the brand for a modern palate while preserving its esteemed legacy, the design team embarked on a creative journey to transform perceptions of this ancient beverage.
Observing the dated and somewhat lackluster packaging that once defined Chinese yellow wine, and recognising its disconnect with the vibrant tastes of today's youthful consumers, Shenzhen Red Deer saw an opportunity to craft a narrative of renewal. Their mission was not just a redesign but a cultural reawakening, aiming to showcase an Oriental beauty reborn, one that marries tradition with contemporary flair.
The spark of inspiration came from the ethereal beauty of "A Thousand Li of Rivers and Mountains," a masterpiece of Chinese landscape painting. This historic artwork became the muse for a packaging concept that seamlessly blends the tranquility and aesthetic richness of Chinese natural landscapes with modern design sensibilities. The result? A captivating visual story that pays homage to China's artistic and cultural heritage while appealing to the tastes of a global audience.
Guyue Longshan itself is a testament to the art of brewing, a delicately crafted rice wine that stands as the oldest of its kind in China. Its brewing process, unchanged for generations, produces a beverage of subtle alcohol content, ideal for the refined daily enjoyment of discerning young drinkers. The brand's ethos is deeply entwined with the essence of Chinese rivers and mountains, expressing a desire to share the poetic beauty of its homeland through every bottle.
The reimagined packaging by Shenzhen Red Deer not only breathes new life into Guyue Longshan but also positions it as a cultural bridge connecting the past with the present. This innovative approach has elevated the brand, offering a sophisticated yet accessible experience that entices modern consumers to delve into the rich tapestry of Chinese culture. Through their work, Shenzhen Red Deer Culture Creative Design Co., LTD has not just redesigned a bottle; they've opened a window to the soul of China, inviting the world to savor its timeless beauty and enduring spirit. Shenzhen Red Deer Culture Creative Design Co., LTD clinched the prestigious Design of the Year award at the 2023 London Design Awards, standing out in the Packaging Design - Packaging Design / Other category, a testament to their innovative and culturally rich approach to packaging design.
Credits
Entry Title: Guyue Iongshan
Entrant Company: Shenzhen Red Deer Culture Creative design Co., LTD
Winning Category: Packaging Design - Packaging Design / Other category
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