Diaoyutai: A Fusion of Tradition and Simplicity

Unveiling Jiabo Lu and Kun Luo's Award-Winning Liquor Packaging Design

The inspiration behind the Diaoyutai design lies in the ancient Chinese royal symbol - the dragon. The challenge was to integrate this strong, publicized image with the lowkey introverted temperament of the Chinese ancient royal, leading to a design that is simple yet orderly. The dragon pattern, representing the highest image of ancient China, became the main element in the design, creating a unique Chinese style suitable for the product's drinking occasion.

What sets Diaoyutai apart is its contrast between traditional and simple. The cap design is extremely full, while the bottle design is very simple. This contrast method presents a very solemn visual image. The package's outer box is made of recyclable paper material, and the bottle is made of traditional Chinese ceramic material, making it environmentally friendly, beautiful, and durable.

The design process involved initial sketches to determine the design model, followed by deepening the graphics through process planning using computer vector software. The most challenging part of the project was the texture of the wine bottle cap material. The designer overcame this by choosing the process of opening the mould, presenting the most special bottle cap in the whole design through various relief details.

The project started in July 2017 in Beijing and finished in March 2018 in Shenzhen. It received the If Packaging Design Award in Germany in January 2019. The design was also awarded Silver in A' Packaging Design Award in 2020, a testament to its outstanding expertise and innovation.

Overall, Diaoyutai is a testament to the designers' ability to shape a successful brand while maintaining a deep visual point within the original visual system. The design reflects the traditional Chinese imperial temperament, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.