Hanwu Liquan 1974: A Modern Design Inspired by Han Dynasty

Blending Tradition and Innovation in Beverage Packaging

In the era of consumption, captivating design styles have become essential for Chinese liquor companies to stand out in the market. Hanwu Liquan Baijiu, recognizing this trend, embraces Chinese traditional culture and fashion aesthetics in their packaging design. The Hanwu Liquan 1974 series, a brand-new product line, exemplifies this fusion of tradition and innovation.

The main visual element of the design is the application of two dragons, inspired by the dragon pattern style of the Han Dynasty. The designers chose the blue color of the Jade from the Han Dynasty as the primary color, reflecting the unique texture of Han Dynasty glass. This choice not only pays homage to the historical period but also adds a touch of modern simplicity.

The bottle itself is made of transparent spray-frosted glass, giving it a distinctive texture. The cover and tag of the bottle are crafted from metal, further enhancing the overall luxurious feel of the design. The packaging box dimensions are 88mm in length, 88mm in width, and 227.5mm in height, providing a compact and visually appealing presentation.

One of the challenges faced during the design process was the control of mold removal, cap enforceability, cost control, and visual effects during production. However, the designers successfully overcame these obstacles, ensuring the final product met their high standards. The application of a wood pattern on the cap not only added an aesthetic element but also helped reduce wood consumption.

The Hanwu Liquan 1974 design embodies the essence of traditional Chinese aesthetics while embracing the demands of the modern era. The use of the blue color, inspired by the blue Jade, creates an illusory and dreamy atmosphere. The incorporation of gold accents and the dragon pattern from the Han Dynasty evoke an elegant and imperial style.

Recognizing its outstanding creativity and resourcefulness, the Hanwu Liquan 1974 design was awarded the Bronze A' Design Award in the Packaging Design category in 2020. This prestigious accolade is bestowed upon designs that exhibit strong technical and creative skills, contributing to quality of life improvements and making the world a better place.

The Hanwu Liquan 1974 design by Wen Liu and Jiabao Zou is a testament to the power of blending tradition and innovation. By incorporating elements from the Han Dynasty into a modern design, this packaging stands out in the market, capturing the attention of consumers and conveying the rich cultural heritage of China.