Gui Ba Fang: Blending Tang Dynasty Culture with Baijiu Packaging

A Fusion of History, Art, and Tradition

Inspired by the history of the Emperor of Tang Dynasty welcoming guests from all over the world, Gui Ba Fang tightly weaves the culture of Baijiu with the rich tapestry of history, cultural values, social scenes, and emotional resonance. This packaging design incorporates elements of Chinese traditional calligraphy, seal cutting, and the Dunhuang frescoes to elevate the product's connotation and highlight its theme.

What sets Gui Ba Fang apart is its theme of "Culture of The Great Tang Dynasty," which reflects a vision of harmonious development and national peace. By blending the histories, art, and culture of the prosperous Tang Dynasty with the product, Gui Ba Fang expresses the artistic and cultural values of oriental aesthetics. The design combines history, culture, and social scenes, representing the company's commitment to preserving and promoting traditional virtues.

The realization of Gui Ba Fang involves a meticulous attention to detail. The color of the emperor's costume, symbolizing the highest rank, is incorporated into the packaging. Inside the box, an exquisite picture of the Emperor entertaining guests tells a story in a cultural and artistic way. The octagonal ceramic bottle symbolizes the welcoming of guests from all directions. The cultural connotation is further enhanced by the use of calligraphy with a meaning of harmonious coexistence. The theme of "eight phoenixes worship the sun" signifies positive and harmonious development.

Gui Ba Fang comes in a gift box with dimensions of L 280mm* W 155mm * H 110mm, while the bottle itself measures D 78mm * H 233mm. The design team, led by Creative Director Zhang Yanhui, also included Zhang Xintong as the designer, Wang Shijie as the illustrator, and Zhou Xiaoli as the technical director.

More than just a packaging design, Gui Ba Fang aims to spark customers' interest in researching and appreciating the history, traditional culture, and art of the Tang Dynasty. It can be further promoted through commemorative activities, tourism, art exhibitions, and museums. Both the outer box and the bottle can be cherished as handicrafts or collectibles, reducing waste and promoting sustainability.

The Gui Ba Fang project began in December 2021 in Wuhan and was completed in June 2022. It was launched in China in July 2022. The design team conducted extensive research on Chinese Baijiu, recognizing its role in social occasions, emotional communication, and its significance in Chinese history and culture. By merging traditional culture, history, and art, Gui Ba Fang enriches the product's connotation, quality, and cultural virtues.

The design process for Gui Ba Fang presented several challenges. Sorting and screening a large amount of information in the early stages required careful consideration. Integrating and refining creativity related to the theme, such as incorporating historical stories and Dunhuang frescoes into the illustrations, demanded a fusion of artistic and historical elements. Additionally, representing the sense of product quality through packaging materials and technological processes required effective communication and implementation.

Gui Ba Fang is a testament to the beauty and significance of Tang Dynasty culture. By blending history, art, and tradition, this Baijiu packaging design offers a unique and captivating experience. Gui Ba Fang was awarded the Bronze A' Design Award in the Packaging Design category in 2023, recognizing its outstanding creativity and contribution to quality of life improvements.