Xiao Mu Biao Liquor is an innovative packaging design project that reimagines traditional Chinese spirits through a contemporary lens, created by designer Zeng Li. This avant-garde liquor packaging design, which earned the Silver A' Design Award in Packaging Design category, represents a significant departure from conventional spirits packaging by incorporating vivid illustrations that symbolize five crucial life milestones. The design utilizes a sophisticated white ceramic bottle with dimensions of 26.5cm in height and 8cm in diameter, featuring a 500ml capacity, adorned with high-temperature roasting printing techniques. The artistic elements are meticulously presented through spot color printing and hot stamping technology on the outer package, creating a harmonious blend of traditional craftsmanship and modern aesthetic sensibilities. The design concept uniquely addresses the emotional aspects of consumption, positioning the product as an emotional amplifier that resonates with contemporary young consumers by depicting various life stages, from childhood aspirations to career achievements and family milestones. This innovative approach to packaging design, completed in Shenzhen during November-December 2018, successfully bridges the gap between traditional liquor products and modern consumer expectations by employing gender-neutral design elements and incorporating cultural values that speak to the target demographic's search for direction and purpose in life.
Chinese liquor design, ceramic bottle packaging, contemporary spirits branding, milestone illustration packaging, emotional design narrative, traditional beverage innovation
CITATION : "Adam Dawson. 'Xiao Mu Biao Liquor.' Design+Encyclopedia. https://design-encyclopedia.com/?E=437752 (Accessed on June 28, 2025)"
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