Revolutionizing Liquor Packaging: Nverhong Guihualinzang

Wen Liu's Award-Winning Design Blends Tradition and Modernity

With its slim shape, Nverhong Guihualinzang offers a range of extensibility through different techniques, materials, and colours. The body of the bottle is adorned with osmanthus elements, presented in simple lines to add a touch of modernity. The hexagonal cover, reminiscent of a window in ancient Chinese architecture and a square fan, perfectly complements the product's elegant qualities.

The design draws inspiration from the Tuanshan, a traditional Chinese item used by women during their wedding ceremonies. This element, which symbolizes reunion and happiness, aligns with the positive connotations associated with Nverhong liquor. The bottle's design, with its introverted collar reminiscent of traditional Chinese women's attire, harmoniously blends tradition and modernity without losing its national paradigm.

Produced in the form of celadon, Nverhong Guihualinzang is mild and soft. The packaging box, made of recyclable paper, reflects the brand's commitment to sustainability. This design choice not only enhances the product's aesthetic appeal but also contributes to environmental conservation.

Wen Liu and Xianguo Wang, the design team behind this project, faced several challenges during its development. They experimented with various materials, including ceramic, glass, and PVC, before settling on ceramic for the bottle, considering the properties of Nverhong liquor. This decision showcases their meticulous attention to detail and their commitment to delivering a product that perfectly suits its content.

The design of Nverhong Guihualinzang is a response to the outdated product imagery of Shaoxing liquor in the current market and the inaccurate consumer orientation. Through market analysis and project-specific communication needs, the team reorganised a new visual style for the product, extracting elements from traditional Chinese culture that fit Nverhong's new image.

Wen Liu's Nverhong Guihualinzang is a testament to the power of innovative design in revolutionizing traditional products. The design's success, as evidenced by its Silver A' Packaging Design Award in 2023, underscores the importance of creativity, cultural understanding, and technical expertise in the world of design.