Reviving Tradition: Guyuelongshan's Artistic Packaging

Yuejun Chen Merges Oriental Culture with Modern Aesthetics

The packaging of Guyuelongshan, a storied Chinese rice wine, represents a bridge between the past and the present. Yuejun Chen, the visionary behind the design, draws inspiration from the iconic Chinese painting "A Thousand Li of Rivers and Mountains," translating the elegance of brush strokes into a tangible form. This innovative approach not only preserves the cultural heritage but also appeals to the modern consumer's eye, reinventing the presentation of a traditional beverage.

Distinctive in its artistic expression, the design stands out for its embodiment of Chinese rivers and mountains, a theme deeply rooted in the country's cultural identity. The container itself mirrors the serene landscapes of sunset vistas, offering consumers not just a product, but an immersive visual experience. Guyuelongshan's packaging is a testament to the enduring allure of Oriental aesthetics, reimagined for today's global audience.

The realization of this design was no small feat. Yuejun Chen meticulously crafted the concept, transitioning from sketches to prototypes, refining the design through multiple iterations. The result is a harmonious blend of art and functionality, encapsulating the poetic beauty of Chinese landscapes in the form of a bottle. The technical specifications, including the dimensions of 340 mm by 130 mm by 150 mm, ensure that the product is as practical as it is beautiful.

Chen's research identified a gap in the market for Chinese yellow wine, which traditionally featured outdated packaging that failed to resonate with younger demographics. The challenge was to maintain the integrity of the landscape painting's artistic conception while creating a product model that would captivate modern consumers. This endeavor required a delicate balance, skillfully achieved by the designer, who has managed to reinterpret the Oriental beauty in a contemporary context.

The Guyuelongshan packaging design project, initiated and completed in Shenzhen within the span of a month, in July and August 2023, is a testament to Chen's commitment to excellence and innovation. The design's success is further underscored by its recognition with the Silver A' Packaging Design Award in 2024, a prestigious accolade that celebrates the highest standards of creativity and design prowess.

Yuejun Chen's Guyuelongshan packaging is more than a mere container; it is a cultural emissary, carrying the legacy of Chinese artistry into the future. It stands as a beacon of innovation, showcasing how traditional elements can be transformed to meet the aesthetic and functional demands of the modern world. This design not only holds a beverage but also encapsulates a rich cultural narrative, ready to be savored by a new generation of connoisseurs.