East Travel: Revolutionizing Alcoholic Beverage Packaging

Wen Liu, Bo Zheng and Weijie Kang's Innovative Approach to Baijiu Packaging

The East Travel design stands out due to its unique inspiration and the cultural narrative it carries. The designers drew inspiration from Guangxi, an economically underdeveloped area in China known for its extensive sugarcane cultivation. The design aims to increase the value of sugarcane and, consequently, the income level of local residents. The packaging is made from fermented baijiu's pressed bagasse, a byproduct of sugarcane, which is naturally degradable and environmentally friendly.

East Travel is more than just a packaging design; it is a cultural ambassador. The designers incorporated the Chinese folklore of "Eight immortals cross the sea, each depending on their ability" into the design. This widely spread myth is often used metaphorically to describe individuals who rely on their abilities to create miracles. This cultural element adds a layer of depth to the design, making it a bearer of oriental culture.

The design's realization involved the use of glass and bagasse, with technical specifications of Width 400mm* Depth 110mm* Height 150mm. The bottle cap design, inspired by the concept of water ripples, signifies the importance of top-quality water in brewing good Baijiu. The cylindrical bottle shape is simple, beautiful, and convenient for mass production. The bottle label, made from special paper and bronzed illustrations, enriches the product's aesthetic appeal.

The design process, which took place between January and March 2020 in Shenzhen, China, was driven by research into the current fast-paced lifestyle. The designers identified a need for elements that could slow down life and add quality and value. Baijiu, with its long history and brewing culture, was identified as such an element. The challenge was to redesign traditional baijiu-making elements to align with modern aesthetics, a task that required the integration of traditional and modern cultures.

East Travel's innovative approach to Baijiu packaging has earned it the Silver A' Packaging Design Award in 2021. This prestigious award is given to designs that demonstrate outstanding expertise, innovation, strong technical characteristics, and splendid artistic skill. East Travel, with its unique inspiration, cultural narrative, and commitment to sustainability, is indeed a deserving recipient of this accolade.