Gold Packaging Design · 2022
Xi Jiu Hanmi Liquor Packaging
by Heng Luo
- A' Design Award 2022 Gold Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Laboratory and Hopeful
- Estimated Number of Design Views: 53,326
- Verification code 8437E86B73 · Verify this award
About Xi Jiu Hanmi Liquor Packaging
Xi Jiu Hanmi is a packaging design for a Chinese liquor. The bottle uses an octagonal structure instead of the common round bottle. The cap shape is drawn from a Han dynasty palace tower, and the body refers to a Shuang Mao jade ornament. The bottle shoulder carries illustrations of four sacred animals: the azure dragon, the white tiger, the vermilion bird and the black tortoise. The bottle is made of high grade matte sprayed glass. The box is embossed and hot stamped in black, gold and dark red. The design reflects Han dynasty court culture.
Within the distinguished tradition of luxury spirits presentation, Luo Heng's Xi Jiu Hanmi Liquor Packaging achieves a remarkable synthesis of ancestral decorative vocabularies and contemporary packaging sophistication, positioning itself as a meditation upon cultural continuity and material reverence. The design program draws extensively from bronze vessel traditions of ancient periods, translating the characteristic taotie masks and interlocking geometric patterns into a ceramic medium that suggests both archaeological resonance and contemporary craft excellence. The chromatic strategy proves particularly accomplished, the deep teal ground approaching the chromatic territory of valued jade pieces and aged bronze patina, establishing immediate associations with precious materials and long temporal duration. Gold metallic elements function not merely as decorative embellishment but as carriers of linguistic and symbolic meaning, the calligraphic characters positioned within classical cartouche formats that reference seals and formal inscription traditions. The bottle form itself demonstrates sophisticated understanding of vessel proportions, the squared shoulder treatment and tapered body creating visual stability while the elaborate stopper assembly introduces vertical drama through its distinctive flared funnel configuration. Technical execution across both bottle and presentation box reveals exceptional control, the embossed decorative elements achieving sufficient relief to engage with ambient illumination while maintaining overall surface cohesion. The staging environment amplifies interpretive resonance, positioning these objects within an atmospheric space suggesting traditional architectural settings through warm wooden elements and decorative screens visible in soft focus. How might this packaging design function as a threshold between daily commerce and ritual commemoration, inviting recipients to engage with accumulated cultural memory through the act of unwrapping and presentation?
Press Kit
- Unique Properties
- Xijiu·Hanmi bottle is based on oriental aesthetics to inherit the secret recipe of Han dynasty royal court. The design uses the graph implication to give people mental hint, such as the elements of ShuangMao, four sacred animals in Han dynasty, Han dynasty palace tower, royal palace decoration, etc. to express the nobleness of Han dynasty. Combined with the dark red and luxurious gold color, it expresses the comprehension and explanation to the best Chinese Baijiu of Han dynasty.
- Dimensions & Packaging
- The bottle abandons the packing way of circle bottle for Chinese Baijiu but using octagon structure and Han dynasty element for better interpretation of the royal palace culture of Han dynasty and the efficacy of Hanmi Jiu.
- Tags
- Liquor packaging, oriental aesthetics, royal secret recipe, packaging design
- Production Technology
- The bottle body is made of high-grade matte sprayed glass, and the box packaging adopts the typical lacquerware color scheme of the Han Dynasty and hot stamping and concave-convex craftsmanship, which highlights its magnificence and elegance.
- Design Challenge
- The bottle-shoulder of the Hanmi bottle is designed with classic Han Dynasty illustrations: left Azure Dragon, right White Tiger, front Vermilion Bird, and back Black Tortoise and patterns of four Chinese medicinal material to inherit and continue the secret recipe of the Han Dynasty.
- Project Duration
- The project started in September 2020 in Jingdezhen and finished.
- Operation Flow
- The Hanmi bottle fully expresses the sense of time and mystery of Han dynasty through its design element, color matching and craftsmanship. The box body is embossed with the Han Dynasty’s palace patterns and the word HANMI is well integrated into the bottle shape pattern. The whole package box is like a treasure box of the Han Dynasty, bringing a wonderful visual experience to users.
- Research
- Research type: visual packaging design;
Research goal: to better present the efficacy of Hanmi Jiu;
Research direction: the integration of liquor culture and palace culture of Han Dynasty;
Research methods: online data, classics book, fieldwork and interview;
Social influence: It not only conveys the charm of oriental aesthetics, but also inherits the court culture of the Han Dynasty, and at the same time better explains the efficacy of Hanmi Jiu. - Inspiration
- The bottle cap design is from Han dynasty palace tower, the bottle body design is from ShuangMao jade ornament, with the patterns of 4 sacred animals in Han dynasty. The surface choose black and gold color as main color with dark red and luxurious gold color as decoration, the whole appearance is classic and graceful.