FOR IMMEDIATE RELEASE

Xijiu Matured Liquor Packaging Celebrates Chinese Heritage and Modern Craftsmanship

The Xijiu Matured Liquor packaging, designed by Chengdu Times Fashion Art Design Co., Ltd, has received the prestigious Platinum A' Packaging Design Award for 2025. Inspired by a revered artifact from the Palace Museum, the bottle's circular form symbolizes completeness and harmony, while its classic drum silhouette pays tribute to the heritage of Xijiu. The design incorporates traditional Chinese motifs such as mountains, the rising sun, scrolls, and ribbons, creating a visual identity that resonates with cultural richness and the spirit of fulfillment in life and career.

What sets this packaging apart is its innovative fusion of classical aesthetics with contemporary sensibilities. The laser-engraved age statements of 15 and 30 years resemble fluttering ribbons, evoking the literati tradition of enjoying liquor and composing poetry by a winding stream. Inside, an original woodcut-style illustration captures the landscape along the Chishui River and highlights the premium ingredients used in Xijiu's matured liquor, seamlessly connecting visual artistry with the sensory experience of the product.

Functionality and user experience are at the forefront of the design. The cap, inspired by the auspicious Sihe Ruyi shape, ensures smooth operation and symbolizes harmony in time, place, craftsmanship, and people. The outer box is crafted for portability and secure storage, protecting the product during transport and display. Through extensive research into the symbolism of the circle and the unique qualities of Xijiu, the design team overcame the challenge of creating packaging that emotionally resonates with consumers while reinforcing the brand's identity and legacy.

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