Johnnie Walker's Mid-Autumn Festival Limited Edition: A Fusion of Tradition and Innovation

Ofen Hu's Award-Winning Design Celebrates Chinese Culture and Family Reunion

The inspiration for the design was drawn from the Chinese idiom, "blue is extracted from the indigo plant, but is bluer than it," reflecting the idea of continuous improvement and growth. The design also incorporates elements of the Mid-Autumn Festival, a significant event in China symbolizing home, reunion, and emotion. The outer packaging design adopts a double-door opening box, reminiscent of traditional Chinese courtyard doors. When opened, it reveals a scene of moonlight flattering orchids, offering an intriguing experience of the traditional Chinese festival.

What sets this design apart is its unique blend of tradition and innovation. The packaging uses gilding and excitation techniques, along with laser cutout technology to enhance the visual appeal. The bottle itself is treated with sandblasting technology, adding a touch of sophistication. The design also cleverly incorporates the brand's signature color, blue, associating it with orchids, which share the same pronunciation in Chinese and symbolize "gentlemen" in Chinese culture.

The realization of this design was not without challenges. The size of the windows and the hardness of the paper had to be carefully balanced to ensure aesthetic appeal while providing the necessary support and protection during shipping. After several adjustments and packaging production attempts, the final design was successfully achieved.

The design was completed in Shenzhen on April 30, 2021, and entered the market in October 2021. It was a collaborative effort, with contributions from illustrator Chushan Chan and curator Aha Chan. The design has been well-received, earning accolades for its unique interpretation of Chinese culture and innovative packaging techniques.

In conclusion, Ofen Hu's design for the Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition is a testament to the power of design in bridging tradition and innovation. It not only celebrates Chinese culture and the spirit of the Mid-Autumn Festival but also showcases the potential of modern design techniques in creating a unique and engaging consumer experience.