Reviving Tradition: Jing-Yi Li's Innovative Incense Packaging

Hei Hu Hall: A Fusion of Ancient Symbolism and Modern Design

Hei Hu Hall, an innovative incense packaging design by Jing-Yi Li, draws its inspiration from the ancient auspicious beasts found in traditional Taiwanese temples. These include the Kylin, the Chinese Phoenix, the Spirit Turtle, the Dragon, and the White Tiger. The design also incorporates catchphrases of folklore blessings, abstract lines, and geometric characters, creating a unique pattern that diverges from traditional incense packaging. This fresh approach aims to foster the culture of religious beliefs in Taiwan and challenge the stereotype of this traditional industry.

The design stands out for its departure from the traditional sales mode of a factory to a self-owned brand. It features twelve special package designs based on the five auspicious beasts in Taiwanese religious belief. The package is divided into three series—Worship to Gods, Memorial to Ancestors, and Taste of Incense. This fusion of art into traditional Taiwanese incense products is intended to enhance people’s understanding of Taiwanese auspicious culture.

The realization of this design is a testament to Jing-Yi Li's adeptness at using emblems to embody Taiwanese culture. The package combines symbolic emblems and unique auspicious symbols, with each box implying the blessing of religious culture in Taiwan. The design also demonstrates a variety of box dimensions and their inner contents, further enriching the cultural significance of the product.

Hei Hu Hall Incense hails from a factory in Changhua, Taiwan. After over 30 years of establishment, the industry has faced competition from online markets and chosen to transform into a private-owned brand, continuing to cultivate the culture of religious belief. The project, which started in May 2021 and finished in September 2022, is a testament to the resilience and adaptability of traditional industries in the face of modern challenges.

The design is underpinned by extensive research into the cultural trace of hundred-year religious beliefs in Taiwan. This includes the Chinese cultural classic Book of Change, a variety of decorations of folk temples in Taiwan, and varied auspicious folk blessing catchphrases over the past century. The design also faced the challenge of infusing new artistic forms and designs into the package to attract the younger generation to engage with this traditional industry in Taiwan.

Jing-Yi Li's Hei Hu Hall design was recognized with a Silver A' Packaging Design Award in 2023. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.