Reviving Tradition: HuangRan's Innovative Wine Packaging

Preaker's Award-Winning Design Merges Chinese Culture and Modern Aesthetics

The inspiration behind the design stems from the desire to guide young people's impression of traditional rice wine and infuse it with a sense of foreign wine's fashion. The design tells a story called "Monkeys Drag for Moon," reflecting an optimistic attitude towards life and vividly expressing the brand connotation of HuangRan Wine.

What sets this design apart is its unique combination of shadow play and paper cutting elements with modern illustration. Unlike most packaging, it presents the product more intuitively and interestingly. The design was realized using various techniques, including printing with silver foil paper, matt lamination, UV coating, hot stamping, and punctured painted glass bottles.

The project, which started in June 2017 in Shenzhen and concluded in November 2017, was exhibited in Munich in March 2018. The design research focused on changing the humble and poor impression of Chinese traditional rice wine through fashionable design, thereby enabling modern young people to understand and accept Chinese culture.

Overcoming design challenges required careful consideration of material and printing processes to not only present the desired packaging design effect but also effectively control the cost of packaging production and consider environmental protection. The design aspiration originated from the story of monkeys dragging for the moon, symbolizing people busy in life but with no gain. The packaging design represents a forest at night using raised lines, paper-cut silhouettes of waiting monkeys, and Chinese leather-silhouette show style for the monkeys dragging for the moon.

The innovative design earned Preaker the Silver A' Packaging Design Award in 2019, a prestigious accolade awarded to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. This recognition underscores the design's strong technical characteristics, splendid artistic skill, and its ability to evoke positive feelings, amazement, and wonder.