Shacheng Laojiao: A Packaging Design with Historical Significance

Uniquely Blending Tradition and Innovation

With its distinctive bottle shape, the Shacheng Laojiao design features two colors - red and yellow. The yellow color draws inspiration from the yellow glaze of the Yongzheng period in the Qing Dynasty, adding a touch of historical significance to the outer box design. On the other hand, the red color is reminiscent of the Langyao red of the Kangxi period, infusing the design with a sense of ancient charm.

The bottle body itself serves as a canvas, showcasing the natural and ecological wine-making process of Shacheng. The raw materials and process are outlined in white, with the red bottle even incorporating gold thread for an added touch of elegance. Sculptural landscape patterns adorn the bottle cap, further enhancing its visual appeal. The upper part of the bottle retains the previous medal, adding to the overall design's integrity.

Opening the outer box reveals an ingenious illustration display board that complements the content of the outer box. This display board deepens the cultural nature of the design, providing a visual representation of the wine-making process. As the display board is removed, two bottles of exquisite wine are revealed, creating a captivating experience for the consumer.

The Shacheng Laojiao design measures 320mm x 285mm x 110mm, providing ample space to showcase its unique properties. The attention to detail and meticulous craftsmanship are evident in every aspect of this design, making it a true standout in the world of packaging.

Throughout the design process, the team faced various challenges, including integrating the local culture into the bottle body illustration and refining the opening method of the outer box. However, through their creativity and technical expertise, they were able to overcome these challenges and create a design that seamlessly blends tradition and innovation.

Recognized for its excellence, the Shacheng Laojiao packaging design was awarded the Bronze A' Design Award in 2023. This prestigious award is bestowed upon designs that exhibit outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. The Shacheng Laojiao design not only showcases strong technical and creative skills but also contributes to the improvement of quality of life, making it a true winner.

The Shacheng Laojiao packaging design, with its historical significance and unique features, is a testament to the creativity and innovation of Wu Yao. By seamlessly blending tradition and innovation, this design captures the essence of Shacheng's natural and ecological wine-making process, creating a thought-provoking experience for consumers.