Yi Hao Jiang Xiang: A Unique Chinese Jiang-Liquor Packaging

Unveiling the Essence of the Dragon Boat Festival

This Chinese Jiang-liquor packaging stands out with its distinctive design and unique features. Produced along the Chishui River in Maotai Town, China, Chinese Jiang-liquor holds great significance. The "ZHI QU" process, an integral part of the Dragon Boat Festival, plays a crucial role in its production. To reflect this, the packaging adopts a landscape painting composition, depicting the customs along the Chishui River, the wine-making technology of Jiang-liquor, and the humanistic traditions of the festival.

The packaging box showcases a simplified yet captivating design, employing the hot pressing process. The structure of the box resembles a scroll, giving consumers the feeling of unwrapping a picture scroll. The bottle itself features a segmented design, which presented some challenges during production but was successfully overcome.

With specifications of 32cm in height, 13cm in width, and 8cm in length for the packaging, and a bottle diameter of 7cm and height of 26cm, Yi Hao Jiang Xiang presents an elegant and visually striking presence.

Integrating the elements of the Dragon Boat Festival with wisdom and creativity, this design offers an interactive experience. Upon opening the simple outer box, vibrant illustrations of the festive Dragon Boat Festival elements create a strong visual contrast, evoking a sense of celebration and joy.

The project commenced in January 2018 and concluded in April 2018, with design completion in Changsha, Hunan, proofing in Shenzhen, and production in Zhun Yi. The underlying research for this design focused on showcasing traditional Chinese elements and cultural dissemination. By combining modern and traditional culture, Yi Hao Jiang Xiang serves as a platform for cultural output, attracting attention, igniting interest in traditional culture, and fostering a sense of cultural identity.

Despite the challenges posed by the intricate technology required, the team behind Yi Hao Jiang Xiang persevered. While time-consuming and laborious, the display technology employed in this design surpasses common graphic design, offering a superior visual experience. However, compromises were made during mass production to ensure feasibility.

Yi Hao Jiang Xiang is not only a remarkable Chinese Jiang-liquor packaging but also a testament to the integration of traditional and modern culture. By adopting elements that reflect originality and tradition, this design captivates consumers, sparks a new trend in traditional culture, and enhances a sense of cultural identity.

This exceptional design has been recognized with the Iron A' Design Award in the Packaging Design category in 2022. This prestigious award acknowledges well-designed, practical, and innovative creations that meet professional and industrial requirements. Yi Hao Jiang Xiang stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world.