Reviving Tradition: Jiu Ming Tang's Innovative Liquor Packaging

Qi-Jun Wang's Award-Winning Design Marries Tradition and Innovation

The Dragon Boat Festival, a significant event in Chinese culture, serves as the cornerstone of this design. During this festival, families gather to indulge in grand celebrations and delicious dishes, marking the brewing period of Chinese liquor. Qi-Jun Wang has ingeniously incorporated elements from this festival into the design, making it a unique tribute to tradition.

What sets this design apart is its unique packaging. The outer surface of the product is crafted from environmentally friendly paper, featuring a red seal, known as "Cai Tou" in traditional Chinese wishes, symbolizing the pursuit of good luck. The box opens like a scroll, revealing a vibrant interior that contrasts starkly with the minimalist exterior, creating a striking visual impact.

The technical realization of this design is equally impressive. The box, made from environmentally friendly paper, uses a hot pressing process. The scroll-like opening mechanism enhances user interaction, adding another layer of uniqueness to the design. The packaging measures 32cm in height, 22.5cm in width, and 8cm in length, while the bottle has a diameter of 7cm and a height of 26cm.

Qi-Jun Wang and his team, including design assistants Yi Xin and Liu Han, embarked on this project in January 2018, completing it in April of the same year. Despite the challenges posed by the time-consuming and labor-intensive technology required for this design, the team's commitment to showcasing traditional Chinese elements and culture prevailed.

Their efforts were rewarded when the design won the Silver A' Packaging Design Award in 2020. This prestigious accolade is given to designs that demonstrate outstanding expertise, creativity, and innovation. Qi-Jun Wang's design for Jiu Ming Tang's liquor packaging is a testament to the power of tradition, innovation, and the magic that happens when the two intersect.