Pazhu Winery: A Toast to Tibetan Culture

Yanhui Zhang's Design Melds Tradition with Modern Winemaking

The Pazhu Winery packaging design by Yanhui Zhang is a tribute to the Potala Palace's grandeur and the spiritual vibrancy of Tibet. The design draws from the palace's visual splendor, using its colors and architectural cues to create a product that is both a wine and a piece of Tibetan heritage. The winery's location, at an altitude of 3,716 meters, is celebrated through the packaging, symbolizing the purity and distinctiveness of the wine produced in such extreme conditions.

Yanhui Zhang's approach integrates traditional Tibetan patterns, local fauna, and the iconic snow-capped mountains into the design, offering a narrative of the region's ecological richness. The PET label, brought to life with a nine-color UV printing process, features grapevines and revered animal spirits painted in the local style, hinting at the harmonious environment from which the wine originates. The label's design elements, including the auspicious symbols and colorful prayer flags, are a nod to the spiritual and cultural significance of the region.

Technical precision meets cultural homage in the design's specifications. The gift box, measuring 112mm by 112mm by 380mm, and the bottle, with a diameter of 52mm and a height of 350mm, are crafted to evoke the feeling of transcending the high mountainous terrain of Tibet. The design team, led by Zhang Yanhui and Xia Ling, with contributions from Zhou Xiaoli, Zhang YuXuan, and Cheng Lianfang, has meticulously crafted a product that is both functional and a celebration of Tibetan identity.

Engagement with the Pazhu Winery design is an immersive experience. The outer box, inspired by the most famous palace in Tibet, unfolds to reveal a mountainous panorama, while the act of removing the bottle simulates a journey over these towering peaks. The design's unique patterns and imagery not only add to the product's novelty but also enhance its value as a collectible, making it an ideal gift or a keepsake for travelers.

The design journey, spanning from February to April 2023 in Wuhan, was underpinned by extensive research into the regional culture of Xizang. The challenge was to encapsulate the area's geographical and cultural essence in a way that resonates with consumers, highlighting the product's unique local attributes. The design team's dedication to immersing themselves in the extreme climate and rich cultural backdrop of the region has resulted in a packaging design that is a true testament to the spirit of Tibet.

Yanhui Zhang's Pazhu Winery design stands as a proud recipient of the Iron A' Packaging Design Award in 2024. This accolade is a testament to the design's successful integration of practicality, innovation, and cultural representation, contributing to a richer global appreciation of Tibetan heritage through the universal language of wine.