Cheng Tian Sheng's Innovative Gujinggong Liquor Packaging

Revolutionizing Traditional Liquor Packaging with Cultural Storytelling and Structural Innovation

Cheng Tian Sheng drew inspiration from the ancient Chinese belief in the auspiciousness of dragons. The dragon, symbolizing blessings and peace, is an integral part of Chinese culture, often invoked in traditional customs to pray for prosperity. The designer cleverly incorporated the concept of a dragon drinking, thus inheriting China's millennia-old wine culture and simultaneously acknowledging Gujinggong wine's cultural background and product quality.

The packaging of Gujinggong stands out due to its innovative structure. The package, when opened, showcases the product's cultural orientation and excellent quality, conveying the unique flavor of the wine through Chinese illustration. The packaging is opened in one piece, and pressing a button raises the neto and the bottle automatically, displaying a multi-layer cardboard illustration simultaneously.

The production of this unique wine bottle involves ceramics. The front of the bottle features nine lines, representing the number nine, while the back has five lines, symbolizing the number five. In ancient Chinese culture, nine was considered the largest odd number with the highest significance, and five, being the middle Yang number, represented harmony. The combination of these two numbers signifies dignity, harmony, and auspiciousness.

The design project, which started in Shenzhen in April 2019 and was completed in December 2019, faced several challenges. The most significant was trying to use story illustration to reflect a type of liquor, deviating from traditional Chinese liquor. The designer had to make bold innovation attempts to cater to traditional consumers who might not accept such novel packaging.

Despite the challenges, Cheng Tian Sheng's design has been recognized for its marvelous, outstanding, and trendsetting creation. The Golden A' Design Award, granted to the design, acknowledges the designer's prodigy and wisdom. The award celebrates venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.