72°‑Xiangyu‑The‑Conqueror‑Liquor

72°‑Xiangyu‑The‑Conqueror‑Liquor has won the bronze award in the Beverage‑Packaging category of the Shop! Design Awards. The competition evaluates entries across five dimensions: traditional‑culture‑translation, vessel‑form‑innovation, ancient‑modern‑aesthetics‑integration, manufacturability‑performance and gift‑collectible‑value. Award‑winning works represent cutting‑edge design standards for Chinese‑style alcohol packaging. Developed by Hubei Shihua Liquor Industry, it addresses baijiu‑packaging‑dilemmas: over‑ornamentation causes aesthetic‑overload, while oversimplified‑styles lose cultural‑depth. Drawing inspiration from Chu‑Han historical heritage, it re‑interprets ancient‑tripod and Shennong‑ox‑head motifs through abstract redesign, balancing container‑function and display‑collectible‑value.

Design Concept & Structural Features

The bottle draws inspiration from the historical tale of Xiang Yu lifting the tripod. Referencing bronze ritual‑tripod silhouette, it removes trivial decorations and uses concise outlines to convey the solemn grandeur of Chu‑culture. The bottle‑cap is abstractly redesigned from Yan‑Emperor‑Shennong ox‑head symbol which stands for power and pioneering‑spirit, echoing the tripod‑shaped bottle and linking two chapters of Jing‑Chu history. Breaking the cliché of over‑decorated antique‑style‑packaging, it merges sculptural grandeur with minimalist‑modern lines and fits contemporary display‑settings such as home wine‑cabinets and business‑clubs. More than just liquor‑container, the bottle works as standalone craft‑ornament after unpacking, for drinking‑tasting, business‑gifting and personal‑collection. Cultural‑connotation is embedded into physical‑vessel‑form rather than mere printed‑patterns, achieving unity of shape and cultural‑meaning. Full considerations for ceramic‑molding, firing, filling and transportation enable stable mass‑production of complex tripod‑geometry, reconciling artistic‑concept and industrial‑production.

Exploration of Design Value

Combining Chu‑Han‑historical‑legends, spirit of ancient ritual‑vessels and baijiu‑packaging‑craft, the product avoids simple copy‑paste of cultural relic patterns and harmonizes classical‑charm with contemporary‑aesthetics. This award marks integrated innovation among Jing‑Chu‑heritage, liquor‑brewing‑heritage and packaging‑aesthetics, delivering references for Sinoriental‑baijiu‑packaging‑innovation. Going forward, Shihua Liquor will keep advancing modern reinterpretation of cultural‑symbols, vessel‑aesthetics and production‑process‑optimization. Leveraging century‑old brewing‑heritage, the brand balances liquor‑quality, cultural‑expression and packaging‑artistry.

Compete for the "Design Oscar"of Consumer Goods

The Shop! Product Design Awards are open to brand owners, agencies, designers, and teams from around the world, covering a wide range of categories including home appliances, consumer electronics, fashion lifestyle, baby products, beauty and personal care, food and beverage packaging, and communication design. The new season is now open for entries, with the submission deadline on November 30. We look forward to your participation in defining the global trendsetter for consumer goods design.

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