Ningxiahong Reign Title: A Unique Liquor Bottle Design

Combining Tradition and Innovation for a Distinctive Cultural Identity

Inspired by the concept of a reign title, which is an auspicious word that delivers good wishes, the designers have created a visual identity that is both visually striking and culturally meaningful. By incorporating calligraphy and the reign title into the product package, the design pays homage to classical Chinese culture while also conveying a strong social attribute.

One of the key strengths of this medium-end product is its exterior design, which draws on the ancient Chinese concept of "round sky and square earth." The combination of black, red, and gold not only enhances the perceived product quality but also adds a touch of luxury and elegance.

The reign title, representing the chronology of ancient Chinese dynasties, serves as the core visual focus and the key element of cultural identity. This unique feature brings forth a sense of cultural and social value, making the liquor bottle a conversation starter and a symbol of cultural appreciation.

The realization of this design is achieved through the use of porcelain with a matte finish for the packaging material. The reign title is meticulously applied using gold stamping and decaling techniques, adding a touch of opulence and sophistication to the overall design.

With a bottle volume of 750ml and dimensions of 300mm in height and 75mm in diameter, this liquor bottle is not only visually appealing but also practical for everyday use.

The design team, led by Zhou Hong and directed by Wu Changzhi, has successfully created a design that resonates with the target audience. By incorporating the reign title as a core element of cultural identity, they have elevated the cultural value and social attribute of the product, resulting in a more engaging and meaningful interaction with consumers.

The design project for the Ningxiahong Reign Title liquor bottle commenced in April 2019 and was completed in June 2019. The design was conceptualized and realized in Beijing, while the production took place in Zhongwei, Ningxia.

Extensive research was conducted to ensure that the design effectively communicates the brand's cultural identity. The selection of the reign title as a cultural symbol with distinctive historical characteristics was a deliberate choice to enhance the cultural connection between the brand and consumers.

One of the main challenges faced by the design team was to change consumers' perception of the Ningxiahong brand, which was seen as aging. By strengthening the brand's cultural communication through the package design, the team successfully revitalized the brand image and created a stronger connection with consumers.

The Ningxiahong Reign Title liquor bottle design has received recognition for its outstanding creativity and ingenuity. It was awarded the Bronze A' Design Award in the Packaging Design category in 2020. This prestigious award acknowledges designs that incorporate best practices in art, science, design, and technology, contributing to improvements in the quality of life.

The combination of "product + calligraphy + reign title" in the Ningxiahong Reign Title liquor bottle design creates a distinctive visual identity that resonates with consumers. With its cultural significance and elegant aesthetics, this liquor bottle design is a true testament to the fusion of tradition and innovation.