Chiang Hu: A Neo Chinese-Style Baijiu with a Modern Twist

Evan Chen and Ziming Guo's Innovative Design Wins Silver A' Packaging Design Award

Evan Chen and Ziming Guo, the designers behind this remarkable project, have successfully merged the traditional and the modern in a single product. The design was inspired by the landscape of China's Fenhe River, the birthplace of the winery, and features an elaborate engraving of birds on the front of the bottle. When viewed through the wine, the birds appear to be flying above the mountains and rivers, symbolizing lofty aspirations.

The unique properties of Chiang Hu lie in its blend of traditional Chinese white wine, rice wine, yellow rice wine, and fruit wine with a touch of Valencia orange peel. This combination results in a light citrus aroma, a well-balanced taste, and a smooth, sweet finish. It represents a new Chinese expression, an international expression that is both unique and appealing to a global audience.

The production process of Chiang Hu involves the use of Lu Liang area's intangible cultural heritage brewing technology. The Qinghu Distillery, where the product is made, is located in Luliang Hill, Fenhe River, the second largest tributary of the Yellow River Valley. The distillery is known as one of the world's ten largest spirits producing areas.

The packaging design of Chiang Hu is not only visually appealing but also functional. The size of the single box is 240mm*125mm*100mm. The structure includes a natural anti-collision design and an internal fixed paper foil, eliminating the need for foam packaging. When the box is opened, the lid is in close contact with the bottom, which slowly slides down due to air damping, adding a touch of elegance to the unboxing experience.

The design project started in Suzhou on New Year's Day, 2021. The team behind this innovative design includes Evan Chen, Ziming Guo, Leti Liu, JiaYi Jiang, Fan Zhang, XiangNan Xu, and Min Fang. Their collective effort has resulted in a design that is not only aesthetically pleasing but also embodies the essence of the product and its origins.

In conclusion, Chiang Hu is a testament to the power of design in transforming traditional products into modern expressions that appeal to a global audience. The design's recognition with the Silver A' Packaging Design Award in 2021 is a testament to its innovation and creativity. It is a perfect example of how design can enhance the appeal of a product and tell a compelling story about its origins and essence.