Wu: A Fusion of Tradition and Innovation in Gift Packaging

7654321 Studio's Award-Winning Design Merges Ancient Symbolism with Modern Aesthetics

The Wu project was initiated in November 2018 in Fuzhou, China, and was officially launched in January 2019. The design was inspired by the ancient Chinese phrase "Wei Wu Zhi Zu," which first appeared on the coins of the Han Dynasty. This phrase, which translates to "contented people are always happy," reflects the simple aspirations and profound wisdom of ancient Chinese society.

The Wu is a gift packaging design for high-end tea vessels made of silver, brass, and enamel. The packaging's dark green tone, accented with autumn colors, creates a stable, atmospheric presence. The design's standout feature is its tassels strung with brass ancient coins, engraved with the phrases "Wei Wu Zhi Zu" and "Long Happiness." These elements not only add visual interest but also imbue the design with a sense of history and cultural depth.

The packaging is constructed using FEDRIGONI Sirio Pearl Aurum #10001012 125g and Colorplan forest 135g, with brass coins and tassels adding a touch of elegance. The design's dimensions are 330*130*130mm / 255*130*130mm / 180*130*130mm, making it a versatile packaging solution for various product sizes.

The design process involved meticulous research into traditional Chinese culture, specifically the use of tassels and brass coins. Tassels, popular in women's headdresses and men's officialdom in ancient times, convey a quaint and graceful charm. Brass coins, used as "decorating money" or "carrying money," serve as an image record of ancient folk culture and ideals, possessing significant documentary and collection value.

The Wu's design is not only visually striking but also interactive. The product is placed vertically, and the box can be pulled up and down to reveal the product and a mind card. This unique opening method, coupled with the thoughtful use of text and materials, makes the Wu a perfect blend of form and function.

In conclusion, the Wu by 7654321 Studio is a remarkable example of how design can bridge the gap between tradition and innovation. By incorporating elements of ancient Chinese culture into a modern packaging design, the studio has created a product that is not only visually appealing but also rich in cultural significance. This fusion of old and new, of form and function, is what makes the Wu a deserving winner of the Silver A' Packaging Design Award.