Gujinggong

Liquor packaging

A Chinese folk legend says that the dragon can walk through clouds and rain, preventing disasters and bringing blessings and good fortune. The Dragon Dance has long been a traditional Chinese custom to pray for peace and a good harvest. These were the starting points for this packaging design, a creative approach to what is known as “dragon drinking" and an effort to showcase the long storied history of China’s liquor culture. The packaging creates both these historical and cultural connections and also gives the brand a strong visual identity.