Longnanchun: A Design Inspired by Dunhuang Murals

Reviving the Legacy of Chinese Baijiu

Longnanchun, a brand of Jinhui Baijiu Industry, has been revitalized after a long hiatus. The "Entrepreneur's Baijiu" series targets the high-end market, focusing on entrepreneurs, founders, and leaders. The aim is to revive the brand's legacy while infusing it with a contemporary touch, resulting in a design that is both innovative and true to its roots.

The inspiration for Longnanchun comes from the Dunhuang murals, a treasure trove of ancient Chinese art. By studying these murals and documentaries related to Dunhuang, the design team sought distinctive elements that would express historical heritage and sophistication. After careful consideration, three auspicious mythical animals were selected: the Wing Horse, the Phoenix, and the Guardian Dragon. These creatures symbolize the three stages of entrepreneurship - bravery, rebirth, and perseverance.

The shape of the bottle is reminiscent of the pipa, a musical instrument played by the Flying Fairy in Dunhuang. The lid represents the three stages of entrepreneurship, while the color palette is inspired by the vibrant hues found in the murals, conveying the richness of Chinese culture that spans millennia.

The Longnanchun collection is realized using ceramic for the bottle and lid, with an acrylic box for presentation. The dimensions of the design are 156mm×156mm×340mm, creating a visually striking and elegant package.

Manling Lin, along with Sheng Xie, led the design team responsible for this project. Their meticulous research and attention to detail ensured that the Longnanchun design captured the essence of Dunhuang culture while appealing to a modern audience.

The Longnanchun collection is not only a celebration of Chinese heritage but also a testament to the creative possibilities of traditional culture. By incorporating elements from Dunhuang murals, this design showcases the beauty and significance of Chinese art and history.

This exceptional design has been recognized with the Bronze A' Design Award in the Packaging Design category in 2021. This prestigious award honors designs that demonstrate outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. The Longnanchun collection exemplifies these qualities, contributing to the improvement of quality of life and making the world a better place.