Yuyuan Road Baijiu Beverage

Yuyuan Road Baijiu Beverage is an innovative packaging design project that exemplifies the fusion of traditional Chinese spirits culture with contemporary design aesthetics, specifically drawing inspiration from Shanghai's historic Yuyuan Road district. The design, created by Wen Liu and Xuedan Diao, masterfully incorporates architectural elements from the iconic Paramount building, a significant cultural landmark in Shanghai, into its visual language. The packaging system consists of a thoughtfully designed ceramic bottle featuring spray paint and gold color accents, enclosed within a recyclable plastic outer box measuring 100mm in length, 100mm in width, and 290mm in height. This premium beverage packaging design showcases a sophisticated interpretation of Shanghai's cultural heritage, particularly emphasizing the historical significance of Yuyuan Road through its visual elements. The product represents a 28-year-old Baijiu, traditionally produced in Maotai town, Zunyi city, Guizhou province, making it a significant collector's item in Chinese spirits. The design successfully overcame initial stylistic challenges to achieve a harmonious balance between cultural representation and contemporary aesthetics, earning recognition with a Bronze A' Design Award in the Packaging Design category. The project, completed between November 2018 and September 2019 in Shenzhen, demonstrates exceptional attention to material selection, cost efficiency, and cultural storytelling, effectively conveying Shanghai's rich cultural heritage to consumers while maintaining functional practicality.

Author: Adam Dawson

Keywords: packaging design, Shanghai culture, traditional spirits, architectural inspiration, cultural heritage, beverage branding

SOURCES:
https://competition.adesignaward.com/102183

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