Asia University, Taichung City
Chia-Leng Chen, Yu-Ting Tsung, I-Jou Chou, Chien-Yeh Huang, Ia-Shin Tsai, Asia University
Chiung-Hui Chen, Hsiao-Pei Hou
Kinmen Kaoliang is a spirit with high alcohol content that is representative of Taiwan. The main consumers of the product are usually people at an older age. With the aim of addressing a younger target group, the beverage “Hunting Monster” was created by using aromatic Kinmen Kaoliang as a base and adding various fruits produced around Taiwan. The result is an aromatic, delicious cocktail beverage that caters to the taste preferences of younger consumers. The brand name “Hunting Monster” aims at using the innovative beverages to capture the hidden cosmos within the hearts of people. Therefore, the packaging for this “wild monster” has been designed as a cage with bars to insinuate metaphorically that, when the package and bottle are opened, the beast is unleashed from the cage, as is the “monster” of the consumer in the form of inner stress. The different flavours are marked by a range of vivid colours and individual illustrations of a monster, which stand out against a black backdrop.
Statement by the jury
The various layers of this packaging design – the bottle highlighting the “monster”, which, in turn, is captured behind the bars of the enclosing slipcase – complement each other perfectly. They form a fantasy story of an incarcerated monster and its world. The storytelling is excellent, the implementation is wonderful and, altogether, it is simply a cool design.