Shihua‑Alcohol‑Industry‑Shihua‑Shen‑Jiu‑(Tianci)‑Liquor‑Packaging

Shihua‑alcohol‑industry‑Shihua‑Shen‑Jiu‑(Tianci)‑liquor‑packaging has won the Winner award in the Beverage‑Packaging category of the Shop! Design Awards. The competition evaluates entries across five dimensions: modern‑interpretation‑of‑traditional‑culture, vessel‑form‑design, printing‑craft‑quality, liquor‑consumption‑scene‑adaptation and mass‑production‑completion‑level. Award‑winning works represent cutting‑edge design standards for time‑honored‑Chinese‑liquor‑packaging. Designed by Hubei Shihua Brewing Co., Ltd, it addresses industry‑pain‑points that many liquor‑packages merely pile‑up traditional‑decorative‑patterns without profound‑cultural‑connotation. Digging into oriental‑philosophy‑essence, it combines traditional‑cultural‑spirit, bottle‑molding‑craft and contemporary‑aesthetics, balancing‑cultural‑expression,‑visual‑effect‑and‑commercial‑mass‑manufacturing.

Design Concept & Structural Features

Bottle adopts soft celadon‑light‑tone with undulating‑smooth‑contour, maintaining unified‑visual‑system together with outer‑box, getting‑rid‑of heavy‑and‑complicated‑stereotype of conventional‑liquor‑packages. Calligraphy‑characters serve as core‑visual‑motif. Hot‑stamping‑gold and emboss‑craft interpret the "Tianci" thematic‑concept to convey oriental‑philosophy‑about‑brewing, avoiding superficial‑pattern‑stacking. Bottle‑and‑box clearly mark alcohol‑content, net‑volume and product‑type to fit gifting‑and‑daily‑drinking‑multi‑liquor‑scenarios. Bottle‑vessel, gift‑box‑printing‑and‑post‑processing‑craft‑pass‑process‑verification for large‑volume‑liquor‑commercial‑production, bringing oriental‑philosophical‑connotation‑to‑mass‑market‑liquor‑goods.

Exploration of Design Value

Combining oriental‑philosophical‑core‑connotation, celadon‑textured‑bottle‑form, traditional‑calligraphy‑visual‑language and liquor‑packaging‑print‑craft, the work breaks stereotype of symbol‑stacking‑oriental‑liquor‑packaging, reconciling‑profound‑cultural‑expression,‑modern‑aesthetic‑feeling‑and‑liquor‑commercial‑implementability. This award marks integrated innovation among liquor‑market‑demands, traditional‑philosophy‑reinterpretation and liquor‑packaging‑craft‑technology, delivering references for packaging‑modernization‑of‑Chinese‑time‑honored‑liquor‑brands. Going forward, Shihua R&D team will keep exploring Chinese‑traditional‑culture, iterating‑bottle‑shape,‑visual‑expression‑and‑packaging‑craft. Leveraging time‑honored‑brewing‑and‑industrial‑design‑system, the brand balances‑cultural‑heritage,‑visual‑aesthetics‑and‑liquor‑commercial‑production‑requirements.

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.

Learn more about the competition