Wuliang Image: A Fusion of Tradition and Modernity

Luo Heng's Award-Winning Liquor Packaging Design

The inspiration for the 'Wuliang Image' was drawn from the Ming Dynasty's 'Moon bottle'. The bottle's design, reminiscent of a full moon, symbolizes reunion, while its flexible lines represent the essence of Chinese Baijiu, often referred to as 'burning water'. The bottle is adorned with water wave stripes, akin to silk, embodying the rich character of Chinese traditional culture.

What sets the 'Wuliang Image' apart is its abstract and artistic elements, which offer a visual experience brimming with imagination. By using modern methods to convey the essence and connotation of Chinese traditional culture, Luo Heng showcases the unique charm of oriental culture. The design perfectly integrates the historical weight of Chinese Baijiu with modern fashion elements, aligning with the brand slogan of 'Wuliang Quality, Oriental Image'.

The bottle body is made of glass, crafted using a sandblasting process, and embossed with a rose gold logo. The top of the bottle employs a matte metal electroplating process. The box body is made of frosted gold acrylic, enhanced with relief metal and a hot stamping process. The bottle is wrapped by water wave stripes, creating a visual pleasure and tactile experience that is both stable and comfortable.

The design project, which began in September 2021 in Torino, was driven by the goal to give Wuliang Group a new cultural character. The research direction focused on integrating oriental and modern cultures. The result is a bottle packaging that combines classic and fashion, showcasing the confidence of Chinese liquor culture and brand, and the image of Chinese Baijiu products in the new era.

Despite the challenges of integrating the brand culture of Wuliangye, modern culture, and oriental culture, Luo Heng successfully combined the essence of oriental culture and modern culture through unique letter design, red frosted bottle cap, and elements such as 'curve lines' and 'waves'. The design was executed using multiple processes including engraving, embossing, hot stamping, and electroplating.

In recognition of its outstanding design, 'Wuliang Image' was awarded Silver in A' Packaging Design Award in 2022. The award is a testament to the design's remarkable technical characteristics, splendid artistic skill, and the level of excellence it introduces. The design indeed instills positive feelings, amazement, and wonder, truly embodying the spirit of 'Wuliang Quality, Oriental Image'.