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Tiered Alcohol
Bespoke Packaging Concept
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Design:Leylia Tori
Creative Direction:
Leylia Tori Hong, Tor Hovind
In Chinese astrology, there are 5 classical planets associated with the Wuxing. The Chinese liquor, baijiu is largely unknown to the west. I wanted to showcase a tiered system where the packaging is inspired by the tradition while also seeming approachable to American audiences.
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Baihu
(high-end liquor)
The structure of Baihu is molded in the shape of an imperial stamp, hand-engraved with Chinese calligraphy, and styled with tassles. It would be packaged in a lacquered gift set box complete with a stamp pad.
Inspired by the planet Venus, the metal element which is associated with the white tiger of the west, Baihu. It would appear only when the emperor ruled with absolute virtue. Like its element, Baihu liquor is imperial, strong-willed, and luxurious.
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Sen
(mid-tier liquor)
Focused on the planet Jupiter, which is aligned with the wood/tree element. Sen is warm, generous, and idealistic. The structure for this liquor is intended for community sharing to promote the optimistic attribute of its element.
The name Sen is derived from 木 which means wood; however when you put three together, you get the word 森 which means forest.
