Reviving Han Dynasty Elegance: Xi Jiu Hanmi Liquor Packaging

Heng Luo's Award-Winning Design Fuses Oriental Aesthetics with Royal Court Culture

At the heart of this design is the inspiration drawn from the Han Dynasty's palace tower and ShuangMao jade ornament. The bottle cap and body echo these elements, further adorned with the patterns of the four sacred animals of the Han Dynasty. The color palette is a sophisticated blend of black and gold, accented with dark red and luxurious gold, creating a classic and graceful appearance.

The unique properties of the Xi Jiu Hanmi bottle lie in its ability to convey the nobility of the Han Dynasty through its design elements. The use of symbols such as ShuangMao, the four sacred animals, and the palace tower, coupled with the rich color scheme, provides a mental hint of the era's grandeur. This design is not just a container for Chinese Baijiu, but a testament to the best of the Han Dynasty's culture.

The bottle is crafted from high-grade matte sprayed glass, and the box packaging employs the Han Dynasty's typical lacquerware color scheme. The use of hot stamping and concave-convex craftsmanship further enhances its magnificence and elegance. The octagonal structure of the bottle, a departure from the traditional circular Chinese Baijiu bottle, offers a better interpretation of the royal palace culture and the efficacy of Hanmi Jiu.

The design interaction is another aspect that sets this design apart. The Hanmi bottle, through its design elements, color matching, and craftsmanship, expresses the sense of time and mystery of the Han Dynasty. The box body is embossed with the palace patterns of the Han Dynasty, and the word HANMI is seamlessly integrated into the bottle shape pattern. The whole package box, reminiscent of a Han Dynasty treasure box, offers a captivating visual experience to users.

The design process, which began in September 2020 in Jingdezhen, involved extensive research into visual packaging design. The goal was to better present the efficacy of Hanmi Jiu by integrating liquor culture with the palace culture of the Han Dynasty. The research methods included online data, classics books, fieldwork, and interviews. The result is a design that not only conveys the charm of oriental aesthetics but also inherits the court culture of the Han Dynasty, thereby better explaining the efficacy of Hanmi Jiu.

The design faced challenges, particularly in designing the bottle-shoulder with classic Han Dynasty illustrations: the left Azure Dragon, right White Tiger, front Vermilion Bird, and back Black Tortoise, and patterns of four Chinese medicinal materials. These elements were incorporated to inherit and continue the secret recipe of the Han Dynasty. Despite these challenges, Heng Luo successfully created a design that is a testament to the nobility of the Han Dynasty and a tribute to the best Chinese Baijiu.