Jiu Ming Tang Liquor

Jiu Ming Tang Liquor is an innovative packaging design that exemplifies the harmonious fusion of traditional Chinese cultural elements with contemporary design aesthetics, specifically created to celebrate the Dragon Boat Festival. This distinguished alcoholic beverage packaging, designed by Qi-Jun Wang and team, represents a significant achievement in cultural preservation through modern design interpretation. The design features a sophisticated scroll-type opening mechanism crafted from environmentally conscious materials, incorporating traditional Chinese elements such as the Cai Tou seal, which symbolizes good fortune in Chinese culture. The packaging's exterior maintains an elegant simplicity that contrasts dramatically with its vibrant interior illustrations, creating a compelling visual narrative that unfolds as the scroll opens. Standing at 32 centimeters in height with a width of 22.5 centimeters, the design employs hot-pressing techniques on eco-friendly paper, demonstrating a commitment to sustainable production methods while maintaining premium aesthetic values. The bottle itself, measuring 26 centimeters in height with a 7-centimeter diameter, is thoughtfully integrated into the overall design concept. This innovative approach to liquor packaging, which earned the Silver A' Design Award in the Packaging Design category, successfully bridges the gap between traditional festival customs and modern consumer expectations, effectively promoting cultural heritage through contemporary design language. The design's particular emphasis on the Dragon Boat Festival, a significant traditional Chinese celebration, manifests through carefully selected visual elements that resonate with cultural authenticity while maintaining modern appeal, making it an exemplary case study in cultural preservation through design innovation.

Author: Adam Dawson

Keywords: Chinese liquor packaging, traditional festival design, scroll-type mechanism, eco-friendly materials, cultural heritage preservation, Dragon Boat Festival elements

SOURCES:
https://competition.adesignaward.com/96128

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