Project Overview

This packaging design revolves around the dialectical concept of “deconstruction-reconstruction,” blending the Eastern ethereal charm while pushing beyond traditional boundaries with a minimalist, modern expression. The result is a visual narrative that combines cultural richness with a global appeal. Rooted in the refined craftsmanship of the Song Dynasty, the design reinterprets traditional woodblock painting art through contemporary deconstructivist techniques, while thoughtfully incorporating symbols of cave-aging culture. This transforms the packaging into a “tangible chronicle of culture.” By engaging both sight and touch, it vividly captures and communicates the essence of cave-aging culture.

Organisation

Chuangyi Packaging Design Co., Ltd. in Chengdu

Team

Yi Feng

Project Brief

Drawing inspiration from the regional culture of the Linshui Yuquan Cave-Aged Baijiu Heritage Park, known as the “Fragrant Liquor Valley,” this design masterfully fuses the ethereal beauty of traditional aesthetics with modern design innovation. The result is a packaging design that not only serves as a premium hallmark for the brand but also establishes a new benchmark for the contemporary interpretation of Eastern aesthetics.

The design takes cues from Eastern woodblock painting art, enriched with the unique cultural symbols of Linshui Yuquan’s cave-aging heritage, resulting in captivating and distinctive illustrations. The bottle retains the brand’s iconic flat, square silhouette, with embossed textures to enhance its tactile appeal. Through thoughtful design, the intangible essence of cave-aging culture is now transformed into an intuitive visual narrative, setting it apart in the market with a clear sense of differentiation.

The outer packaging uses materials commonly found in luxury goods, making it sumptuously smooth and opulent to the touch. Metal badges, reminiscent of family crests, are thoughtfully integrated onto both the bottle and the outer box, creating a cohesive visual connection and imbuing the product with refined elegance and understated sophistication.

Project Innovation/Need

- Innovation in Design Language:
This packaging reimagines Song Dynasty aesthetics and woodblock painting art through the lens of contemporary deconstructivism, elegantly dissolving the binary opposition between tradition and modernity. By weaving profound symbols of cave-aging culture into its visual storytelling, it becomes a modern embodiment of Eastern philosophy, celebrating the ethereal charm of ancient heritage while exuding a global allure.

- Material Innovation:
Breaking away from the conventional sensory experience of baijiu packaging, the outer box is crafted from the same premium paper used by the world’s top luxury brands, offering a sumptuously smooth texture that speaks to the product’s exceptional quality. Metal badges, thoughtfully placed on both the bottle and outer box, bestow the product with an aura of prestige.

- Innovative Form and Functionality of the Bottle:
Staying true to the brand’s iconic flat, square silhouette, the bottle design further incorporates exquisite reliefs and innovative sunken carvings, transforming the abstract concept of "cave aging" into a tangible experience. Beyond creating a striking and memorable aesthetic identity, this unique tactile experience achieves a seamless harmony between functionality and artistry, making every interaction with the product both meaningful and delightful.

Design Challenge

The design challenge was threefold: to preserve the sublime essence of Eastern aesthetics, to transform the abstract concept of “cave aging” into a perceptible and tactile experience, and to infuse the packaging with a modern, global appeal.

Solving these challenges, the entire design is rooted in Song Dynasty aesthetics, using contemporary deconstructivist techniques to reinterpret traditional woodblock painting. This creative approach ensures that the illustrations embody timeless classical beauty while also resonating with current global design trends. Adding to the luxurious feel are exquisite details such as metal badges and exquisite reliefs.

The outer packaging uses sumptuously smooth paper, emulating the raw, natural textures of the cave and evoking the rich allure of perfectly aged liquor. In this way, the packaging eloquently narrates the story of deep-rooted heritage and meticulous craftsmanship.

Effectiveness

- Traditional packaging often depends heavily on extensive ink printing to achieve a three-dimensional effect. In contrast, this design embraces relief techniques as an eco-friendly alternative to conventional color overlays, cutting ink usage by over 60% and drastically reducing volatile organic compound (VOC) emissions. When it comes to resource recycling, the specially designed metal badges can be fully separated from the glass bottle and the outer box, achieving 100% recyclability. This allows all packaging materials to seamlessly re-enter the recycling chain, championing a circular economy and eliminating unnecessary waste.

- This packaging design merges traditional Eastern aesthetics with modern design. It not only crafts a distinctive visual identity for premium baijiu but also elevates the Chinese brand onto the global stage. Through its unique visual storytelling, thoughtful material choices, and refined bottle form, the design not only boosts market competitiveness but also paves the way for a transformative shift in the baijiu industry—from one-dimensional visual marketing to rich, multi-sensory experiences. Moreover, it sets a practical and replicable model for reimagining traditional craftsmanship in a contemporary context, ensuring that Eastern wisdom becomes a vital and inspiring cornerstone of global design language.