品牌BRAND | 酒鬼酒-湘西版
奖项 AWARD | iF design award 2022
Taking Jiuguijiu as the carrier to empower the characteristic folk custom silverware culture in Xiangxi, we are committed to cooperating with the cultural genes of Jiuguijiu's self-contained system to create a deeply rooted national impression.
The origin of this idea comes from the local culture of Xiangxi, which is one of the cultural roots of Jiuguijiu: the Miao culture. The most well-known tradition of the Miao nationality is to pay attention to silverware and silverware.
Wearing a silver crown, complicated and exquisite design of horns and silver top; neck hanging collar, which is the symbol of every Miao people's clothing; shoulders with heavy silver, with hidden carved ethnic totem display. Coupled with the exquisite ornaments at the logo. We anthropomorphized the classic bottle type of Jiugui Liquor to maximize the national cultural style contained in the "Cultural Liquor", that is, the profound connotation of Xiangxi and Jiugui Liquor.
With this product, we want to interpret: what is culture? The more distinctive, the more cultural, the more local, the more cultural, the closer to life, the more cultural, and the more ritual, the more cultural. Cultural things are human things; national things are world things.