Chu Cellar: A Design that Celebrates Chinese Chu Culture

Reflecting History and Culture through Liquor Packaging

Chu Cellar, designed by Yong Wu, is a liquor packaging that beautifully captures the essence of Chinese Chu culture. Inspired by the historical significance of the Yellow Crane Tower wine, which is produced in Hubei, China, the design aims to reflect the rich cultural heritage of its place of origin.

The distinctive shape of the bottle, resembling the chime bells, a cultural relic of the state of Chu, serves as a direct representation of the chu culture. This unique feature sets Chu Cellar apart from other liquor packaging designs, making it a true embodiment of history and tradition.

Not only does Chu Cellar offer a visually appealing experience, but it also provides a deeper connection to the cultural background of the product. The packaging base, made of wood, can be repurposed as an art deco piece after the liquor is consumed. This innovative approach adds value to the design, allowing consumers to appreciate it beyond its primary function.

The realization of Chu Cellar involves the use of ceramic for the bottle, with the grain on the bottle body cast in an open mold. The meticulous craftsmanship and attention to detail contribute to the overall aesthetic appeal of the design.

Measuring 170mm (L) x 130mm (D) x 320mm (H), Chu Cellar stands as a testament to the designer's dedication to preserving and showcasing the cultural heritage of Chu.

By incorporating elements of Chinese Chu culture into the design, Chu Cellar creates a unique and immersive experience for consumers. It allows them to not only savor the liquor but also appreciate the profound historical background it represents. The design serves as a bridge between the past and the present, offering a tangible connection to the cultural roots of the Yellow Crane Tower wine.

The Chu Cellar project commenced in Shenzhen in April 2019, with sample production completed in June 2019. The design went on sale in China in February 2020, captivating consumers with its blend of history, art, and functionality.

Recognizing its outstanding creativity and ingenuity, Chu Cellar was awarded the Bronze A' Design Award in the Packaging Design category in 2020. This prestigious accolade is bestowed upon designs that demonstrate exceptional technical and creative skills, contributing to improvements in quality of life.

Chu Cellar is more than just a liquor packaging; it is a testament to the power of design in preserving and celebrating cultural heritage. With its unique shape, attention to detail, and innovative reuse of materials, Chu Cellar offers consumers a truly immersive experience, allowing them to connect with the rich history and culture of the Chinese Chu civilization.