Reviving Tradition: Tiger Pan's Innovative "Wen Niang" Yellow Rice Wine Design

Embracing Modernity While Preserving Cultural Heritage

The inspiration for Wen Niang came from the crane, a symbol of integrity, elegance, health, and longevity in oriental culture. The crane surrounds the glass bottle, endowing the wine with life and soul. This modern packaging aims to attract younger consumers and spread the Chinese culture of the crane.

Wen Niang is a product developed jointly by Wanshengtang and Guyuelongshan, the most famous producer of Chinese yellow rice wine. The design team adopted modern techniques and crafts to present a traditional wine's package, aiming to raise public attention to this wine, whose market development is falling far behind other alcohol products.

The unique properties of this design lie in its material and form. Unlike other brands that are typically packed in ceramics, Wen Niang is bottled in glass, enhancing the gloss and texture on the surface. The wing-spreading crane is embossed on the shoulder-dropping bottle, bringing the traditional wine to a modern, more graceful, and fascinating level.

The design process was not without challenges. Embossing a spreading crane on a glass bottle, covering over 320 degrees, required both the illustration and the embossment to follow an industrial guide, ensuring that the crane and the bottle could be produced aesthetically and repeatably. The project, designed in Shenzhen and produced in Shaoxing, Zhejiang, lasted two months.

Through this innovative design, Tiger Pan has successfully rejuvenated the old wine, breaking the constraint of packaging material and adopting glass to differentiate Wen Niang from its competitors. This design not only subverts the stereotype of yellow rice wine but also symbolizes the harmonious blend of tradition and modernity, making a significant impact in the world of design.