Jiang Hu: Redefining Traditional Chinese Huang Jiu

Breaking Through Conventions to Showcase Cultural Value

Huang jiu, a traditional Chinese specialty with a history of 7,000 years, has always been packaged in a conventional manner that fails to highlight its unique characteristics. However, designer Wei Li's creation, Jiang Hu, breaks through this conventional thinking and presents a new image of traditional Chinese Huang jiu. Inspired by the life of a swordsman in ancient China, Jiang Hu's design captures the essence of this cultural legacy.

Jiang Hu stands out with its exquisite craftsmanship and practicality, catering to a wide range of consumers. The bottle top is not only heavy enough to be used as a paperweight but can also be turned over and used as a glass. Additionally, the smaller capacity of the bottle caters to the average person's liquor consumption, making it a versatile and user-friendly product.

One of the unique aspects of Jiang Hu's design is the use of foam material for the outer box packaging instead of paper. This innovative choice serves a dual purpose, acting as both the outer box and providing shockproof packaging for express delivery. The dimensions of the design measure 180mm x 90mm x 50mm, ensuring a compact and convenient package.

By redefining the perception of huang jiu, Jiang Hu breathes new life into this ancient Chinese tradition. The cultural value of huang jiu is showcased in a modern and fashionable way, challenging the notion that it is an outdated product. This fresh perspective on the market sets Jiang Hu apart from its competitors, making it a truly innovative and groundbreaking design.

The concept behind Jiang Hu draws inspiration from the Chinese saying, "where there are people, there is Jianghu." The term "Jianghu" represents a world of heroes, a fair society where skills are imparted and a strict code of honor is maintained. The use of the "token" as a symbol in the design represents the strength and bravery associated with the Jianghu. It depicts the journey of a Chinese swordsman, from their humble beginnings to their maturity, through adventures and hardships.

Environmental sustainability was a key consideration in the design process of Jiang Hu. The use of foam material for the packaging eliminates the need for excessive paper usage, reducing waste and promoting eco-friendliness. This innovative approach showcases the designer's commitment to creating designs that are both aesthetically pleasing and environmentally conscious.

The bionic design of Jiang Hu, inspired by Chinese Taoism, captures the essence of the traditional swordsman image associated with the term "Jianghu." The illustration on the tape around the bottle tells the story of a swordsman's growth, from a rookie to a mature and accomplished warrior. The bottle cap, designed as a tiger head, further enhances the chivalrous spirit embodied in the design.

Jiang Hu's exceptional design has been recognized and awarded the Iron A' Design Award in the Packaging Design category in 2023. This prestigious award acknowledges the well-designed, practical, and innovative nature of the creation, meeting professional and industrial requirements. Jiang Hu's integration of industry best practices and competent technical characteristics contribute to a better world, providing fulfillment and positive experiences for consumers.

Project Details and Credits

Project Designers: Li Wei for Reform
Image Credits: Li Wei for Reform
Project Team Members: Mr. Li Wei
Project Name: Jiang Hu
Project Client: Li Wei for Reform

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