Changle: Redefining Liquor Packaging with a Touch of Longevity

A Unique Design by Hai Xia Huang

Inspired by the Chinese pursuit of "longevity" and the health benefits associated with health wine, Hai Xia Huang integrated the concept of longevity into the design of Changle. The packaging features a unique Chinese Ganoderma lucidum platform, a symbol of health and vitality, along with the graceful crane and the majestic Nanshan mountain. The overall design is characterized by light retro colors, giving it a timeless and elegant appeal.

What sets Changle apart from other liquor packaging designs is its ability to fill the gap in the middle-end price range of Maotai health wine products. With its eye-catching appearance and thoughtful design, Changle caters to a wider audience, making the health benefits of Maotai health wine more accessible.

The realization of Changle's design is achieved through the use of corrugated paper for the outer packaging. This material not only provides durability but also allows for easy integration and folding, making transportation a breeze.

Measuring at 100mmx100mmx270mm, the box houses a 500ml bottle of Changle, perfectly showcasing the product while ensuring its protection during transit.

Changle's design is not just visually appealing but also carries a deeper meaning. The main design, featuring an evergreen tree growing upwards, symbolizes people's pursuit of longevity and health. The integration of the Ganoderma lucidum platform, crane, Nanshan, and other elements further reinforces this concept. Additionally, the design incorporates health care materials such as longan, medlar, and Angelica dahurica, emphasizing the positive and health-focused nature of Changle.

One of the major challenges in designing Changle was to create a box that could be easily assembled and transported without compromising on aesthetics. By following industry guidelines and perfecting every detail, the team successfully developed a box structure that not only saves space but also maintains the packaging's integrity.

Completed within a month in Shenzhen, the design of Changle was the result of extensive research on health wine and the need to differentiate it from other similar products in the market. By staying true to the design style of Maotai liquor, Changle seamlessly blends tradition with innovation.

Recognized for its excellence, Changle was awarded the Iron A' Design Award in the Packaging Design category in 2021. This prestigious award acknowledges the practicality, innovation, and professional standards of the design, making Changle a true standout in the industry.

With its unique design, Changle not only redefines liquor packaging but also captures the essence of longevity and health. It stands as a testament to the creativity and vision of Hai Xia Huang, showcasing the perfect blend of tradition and modernity.