Silver Packaging Design · 2025
Collection 10 Years of Shede Liquor Packaging
- A' Design Award 2025 Silver Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Shenzhen Reform Brand Consultant and Design Co.,Ltd.
- Estimated Number of Design Views: 27,272
- Verification code 7F81F42858 · Verify this award
About Collection 10 Years of Shede Liquor Packaging
Collection 10 Years of Shede is packaging for a Chinese baijiu liquor. The design draws on two traditional Chinese crafts, movable type printing and papermaking. Movable type elements appear on the outer box surface and on the bottle cap, arranged in a pattern that looks scattered yet ordered. The bottle body is carved with rock patterns, with concave and convex areas that recall ten years of ageing and the work of heritage craftsmen. The paper and plastic packing on the front is fully recyclable and naturally degradable. The design keeps simple forms and clear proportions.
This distinguished packaging ensemble, awarded recognition for excellence in design, represents a sophisticated meditation on the intersection of material heritage and contemporary luxury expression. The designer appears to draw upon centuries of typographic tradition, specifically the seal script forms that represent among the earliest standardized writing systems, transforming these ancient characters into a decorative vocabulary that speaks simultaneously to historical continuity and present refinement. The compositional strategy demonstrates remarkable restraint, allowing the intrinsic beauty of embossed surfaces, warm metallic tonalities, and dimensional typography to command attention without competing embellishment. One observes particular accomplishment in the translation of two-dimensional calligraphic forms into three-dimensional tactile experiences, where each character tablet invites not merely visual appreciation but imagined touch. The ceramic vessel extends this haptic invitation through its varied surface treatments, from the smooth matte finish of the upper body to the deliberately roughened band suggesting handcraft origins. The chromatic unity achieved through the warm golden palette evokes associations with aged treasures, precious metals, and the amber tones of matured spirits, creating sensory anticipation that transcends mere visual encounter. The numerical designation prominently featured suggests commemorative significance, marking temporal passage while honoring enduring traditions. This work invites consideration of how contemporary luxury packaging might serve as vessel not merely for product but for cultural memory, and how material choices communicate values of patience, craftsmanship, and reverence for inherited wisdom.
Press Kit
- Unique Properties
- "Collection - 10 Years of Shede" follows the ideas of oriental wisdom expression and oriental life aesthetics, conveys the charm of Chinese civilization, and provides another new choice for high-end Baijiu consumers. To find the best way to show the historical imprint of China, integrate the movable type printing technology and papermaking technology of the Four Great ancient inventions with the wisdom of Shede, so as to convey the charm of Chinese civilization. There is something to give and something to gain, the balance between Yin and Yang is the logic of Chinese culture. "Collection - 10 Years of Shede" integrates the philosophy of Yin and Yang to convey the imprint of ten years of preservation and the hearts of countless intangible cultural heritage craftsmen.The paper-plastic packaging on the front of the product adopts 100% recyclable, naturally degradable, non-toxic burning, reflecting the concept of low-carbon life and green environmental protection. "Collection · Shede 10 Years" bravely undertakes the mission of"brewing a better life for global families and spreading the beauty of Chinese Baijiu culture", brews ingenious old wine and carries forward Chinese wisdom! To be willing is a kind of wisdom and attitude in life. Only when everything is willing to be willing can harmony and unity be achieved.
- Dimensions & Packaging
- Bottle：Width 170mm x Height 100mm
Outer box：Width 280mm x Height 150mm - Tags
- oriental life aesthetics, movable type printing, papermaking technology, low-carbon life, intangible cultural heritage craftsman
- Production Technology
- Movable type printing and papermaking are the crystallization of Chinese wisdom. The integration of the most Chinese cultural achievements on the bottle and packaging all highlight the extraordinary charm of Chinese civilization for thousands of years. "Collection - 10 Years of Shede" inherits the classic vision of Shede brand, uses movable type printing and papermaking design elements to upgrade and optimize the "brand super symbol", focusing on the most Chinese cultural genes.
- Design Challenge
- "Collection - 10 Years of Shede" simplifies the overall complexity, with a simple design and sharp proportions. Following the design concept of "less is more", so that the design returns to its original state, presenting a pure and aesthetic sense of Chinese civilization. "Collection - 10 Years of Shede" continues to deepen the strategy of Shede old wine, follows the ideas of Shede Oriental wisdom expression and Oriental life aesthetic creation, and transmits the charm of Chinese civilization.
- Project Duration
- The project started in March 2023 in China and finished in June2023 in China, and will be exhibited in China in August 2023.
- Operation Flow
- The birth of Chinese characters is far from ancient, and it is the soul of human civilization. The stunning movable type printing technique is the crystallization of Chinese civilization. "Collection - 10 Years of Shede" carrying the imprint of the long history of Chinese civilization, showing the most Chinese cultural genes - uneven movable type printing,magnificent ancient Chinese characters and rich texture of rough papermaking, all of which demonstrate the extraordinary charm of the Chinese civilization for thousands of years. The surface of the packaging and bottle caps uses movable type elements, which seem to be scattered but orderly in chaos, and it also highlights the philosophical oriental aesthetics. The bottle body of "Collection - 10 Years of Shede" is carved with rock patterns, one up and down, one concave and one convex, conveying the imprint of ten years old collection and the heart of an intangible cultural heritage craftsman with countless carvings.
- Research
- Baijiu is rich and fragrant. "Collection - 10 Years of Shede" marks the richness of oriental civilization. With the beauty of oriental charm, it carries the essence of oriental civilization and makes the east more oriental. "Collection · Shede for 10 years" provides another new choice for high-end Baijiu consumers, and undertakes the mission of brewing a better life for global families and spreading the beauty of Chinese Baijiu culture.
- Inspiration
- "Collection - 10 Years of Shede" follows the ideas of oriental wisdom expression and oriental life aesthetics, conveys the charm of Chinese civilization, and provides another new choice for high-end Baijiu consumers. With the beauty of oriental charm, it carries the essence of oriental civilization and symbolizes its richness, which makes the orient more oriental.
- Image Credits
- Shenzhen Reform Brand Consultant and Design Co.,Ltd.
Mr. Dong Jinghong
Mr. Li Wei
Colors of Collection 10 Years of Shede Liquor Packaging
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