Gold Packaging Design · 2025
Hj Lu Yinpiaolaohao Baijiu Packaging
by Sinong Wu
- A' Design Award 2025 Gold Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Hongji Lu Liquor Brand
- Estimated Number of Design Views: 97,743
- Verification code 41EE5FE1DD · Verify this award
About Hj Lu Yinpiaolaohao Baijiu Packaging
Shanxi Province is one of the most important cradles of Chinese Baijiu culture. This product comes from Shanxi. The brand originated from the Ming Dynasty in 1529 and has a history and culture of over 500 years. The design inspiration comes from the regional characteristics of Shanxi (such as Taihang Mountains), classical architecture of the Ming Dynasty, and furniture; in color matching, color contrast is used to enhance the brightness and contrast of the box and bottle shapes, creating a visual impact. The design style is antique and brings consumers a kind of Eastern classical beauty.
The Hj Lu Yinpiaolaohao Baijiu Packaging by Sinong Wu represents a sophisticated engagement with material heritage traditions translated through contemporary luxury design sensibilities, positioning itself within the broader movement of premium spirits packaging that honors ancestral craft while speaking to international connoisseurship. The design achieves remarkable coherence through its orchestration of seemingly disparate elements, uniting the luminous celadon ceramic vessel with its darkly dramatic wooden presentation case through shared metallic accents and proportional dialogue. The ceramic form demonstrates accomplished understanding of traditional kiln aesthetics, its jade-like surface suggesting the prized celadons that have historically commanded reverence across cultures, while the vessel's silhouette recalls wine containers from classical periods, grounding the contemporary product within deep temporal continuity. Technical merit reveals itself in the precision of the gilded metalwork, where relief patterning on the base and cartouche framing exhibits crisp definition and warm patination suggesting hand-finished quality. The lion-head handles contribute both functional and symbolic dimensions, these protective figures traditionally guarding precious contents while demonstrating the seamless integration of sculptural ornament with vessel form. The presentation box merits particular attention for its architectural sophistication, where carved panels bearing vertical calligraphic inscriptions evoke historical proclamations or ancestral records, and the geometric lattice pattern references traditional screen work while revealing tantalizing glimpses of the treasure within. The central brass plaque functions as ceremonial gateway, its embossed characters and red seal mark conferring authenticity and cultural gravitas. The designer demonstrates subtle understanding of chromatic relationships, allowing the warm gold elements to mediate between the cool celadon and dark wood while maintaining each material's integrity. This work invites contemplation of how contemporary luxury design might honor heritage without mere replication, suggesting that authentic connection to tradition emerges through thoughtful material selection and symbolic coherence rather than superficial stylistic mimicry.
Press Kit
- Unique Properties
- Shanxi is one of the most important cradles of baijiu culture in China. The design project "Lu Wine" is from Shanxi Province. Lujiu has a long history, originated in the Ming Dynasty, has a long history and culture of more than 500 years.
The design is inspired by Shanxi classical architecture and Ming Dynasty furniture screen; In the overall design to create a classical beauty.
On the left side of the box is a poster dating back to the Ming Dynasty, which may be the earliest "poster" in the history of baijiu, indicating the location of the distillery and the quality of the product;
On the right side of the box is the Chinese brand character "HONGJI". The design team came up with a more retro version of the seal character font, embodied in the Shanxian-style "window cut" form. The shape inside the bottle is faintly visible, reflecting the beauty of classical China; Reflect the deep historical experience of the product.
In the bottle design, the design inspiration comes from the blue and white porcelain used by the Ming court. The bottle cap is shaped like a mountain peak, the design is inspired by the Taihang Mountains in Shanxi Province, hoping to bring consumers the natural beauty of mountains and rivers. At the same time, the historical and cultural heritage of the winery was incorporated into the design.
This design exudes an antique charm, cultural atmosphere and classical aesthetics are intertwined, providing consumers with both taste and visual enjoyment. - Dimensions & Packaging
- H：360mmX240X150 Made of wooden box and ceramic craftsmanship
- Tags
- A Chinese Baijiu, B packaging design, C classical Chinese style, D historical and cultural feelings, E delicate flavor Baijiu
- Production Technology
- Considering environmental protection, the product will ultimately be produced using two different processes. 1. Box: Made of recyclable cardboard and wood grain paper, this solution will become the main process for mass production and sales. 2. Box: Made of solid wood carving, due to the good texture of solid wood but not environmentally friendly, the production quantity will not be large. Mainly used as a reward to reward those who have made contributions to this product. (such as sales, promotion, publicity, etc.)
3. The metal plates on the front of the boxes and bottles are printed and made with zinc alloy technology and dropper technology for text and graphic information.
Bottle shaped process: using ceramic design, the specific process is to open the mold and inject mud; Made by high-temperature firing. - Design Challenge
- There are so many different cultures in the design process that it is difficult for designers to choose. China has a lot of cultural characteristics and designers want to create a unique design. How to solve this problem? After communicating with the customer, I went to the customer's location to understand the regional culture, and finally designed around the traditional Chinese furniture architecture to solve the selection problem. Make the design very Oriental aesthetic.
- Project Duration
- The project started in May 2023 in China/Sichuan/Chengdu and was completed in Chengdu in August 2024. It has not yet been exhibited.
- Operation Flow
- This is a high-end liquor packaging design, made of wooden boxes and ceramic processes. Through the design, people can feel the unique beauty brought by the historical and cultural heritage of China, an ancient Oriental country. Environmental protection: After purchasing, consumers can pour other wine through the mouth of the bottle to achieve reuse; I believe consumers will also like this design, even after use, can also be used as a small locker, display appreciation.
- Research
- In the design process, the designer has studied the regional culture of the brand. In Shanxi, the birthplace of the brand, Taihang Mountain is one of the most famous mountains in China, and the design will design Taihang Mountain on the bottle cap to reflect the regional characteristics. The overall design combines traditional classical symmetry aesthetics, and the entire product has a heavy visual sense.
- Inspiration
- The ideas brought by the classical architecture and furniture styles of ancient China were eventually incorporated into the design. Strong local culture can be seen in the design presentation, such as the miniature Taihang Mountain on the bottle cap. By participating in this project, more people can understand Chinese style and culture and enhance cultural value.
Colors of Hj Lu Yinpiaolaohao Baijiu Packaging
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G0E3 ShopDesign Interview about Hj Lu Yinpiaolaohao Baijiu Packaging
The ideas brought by the classical architecture and furniture styles of ancient China were eventually incorporated into the design. Strong local culture can be seen in the design presentation, such as the miniature Taihang Mountain on the bottle cap. By participating in this project, more people can understand Chinese style and culture and enhance cultural value.
In terms of creating a design atmosphere, I want to create a visual experience of Chinese classical beauty for the product. Fortunately, all of this has been achieved.
Assist customers in promoting and selling.
The preliminary design took about 8 weeks, and minor modifications were made in the later stage, which lasted for several months.
This is a super high-end Baijiu design. I want to create a design with cultural connotation and Chinese flavor for it. This design was commissioned by the client, and I am responsible for the inspiration and creative design.
After we design it, we will deliver it to the customer, who decides to sell it.
This is a wine packaging design from Shanxi, China, where you can experience the beauty of traditional Chinese classical culture. As a designer, I was attracted by this cultural atmosphere and created this work.
The unique cultural atmosphere of Shanxi Province, China.
Collectors who love high-end Chinese spirits.
The unique cultural atmosphere, visual impact, and classical beauty from the East.
Hj Lu is the brand of this product. YinPiaoLaoHao, a poster dating back to the Ming Dynasty, may be the earliest "poster" in the history of Baijiu, which describes the location and product quality of the distillery.
Some professional software, such as PS, CDR, Rhino, Keyshot.
Visually unique Chinese classical beauty and cultural experience, I believe you can feel it. Another factor is visual impact, which is caused by the color contrast between the bottle and the box.
I designed it all by myself, from scratch to completion. Of course, I have worked with technicians. I worked in a famous design company in Chinese Baijiu's liquor design industry before.
Solve some problems in actual production and sampling; As you can see, when making samples, we considered 3D metal technology to help us complete the work.
Before doing the design, I went to Shanxi, where the distillery is located, to consult a lot of cultural materials and also to see a lot of Shanxi regional culture. Finally, I presented the design of this packaging.
In terms of cultural selection challenges, the distillery is located in Shanxi Province, which is one of the most culturally rich regions in China. Too many choices are used in product packaging design, making it difficult for consumers to accept too much cultural information. After long-term communication with the client, we ultimately decided to use traditional cultural elements to design the product and create an Eastern aesthetic.
After the design was completed, as a designer, I felt that it was perfect and I look forward to being seen by more people. I also hope for a fair and impartial evaluation.
Through on-site inspections in Shanxi Province, China, I learned more about regional culture. I also learned more about local customs and traditions.
Not currently available, thank you!
Grand Interview about Hj Lu Yinpiaolaohao Baijiu Packaging
In China, the region almost determines the type of Baijiu. For example, light flavor Baijiu mostly comes from northern China, with Shanxi Province as the representative, Luzhou flavor Baijiu from southwest China's Sichuan Province, and Maotai flavor Baijiu from Guizhou Province.The most representative of Shanxi is the Taihang Mountains, which are one of the factors determining the region and climate of Shanxi Province.Integrating Taihang Mountains into the design of wine bottle caps is achieved through the concrete translation of geographical symbols, injecting the "root narrative" of Shanxi culture into the product and strengthening regional identity. Create a sense of ceremony of "opening the box to see the mountain, opening the seal to see the text", and elevate drinking behavior into a cultural experience.This design weaves natural landscapes, cultural heritage, and product functions into a complete narrative chain through the symbols of Taihang Mountains, making the design a miniature carrier of Shanxi cultural memory.
Many of the historical relics we usually see make consumers feel a sense of distance and coldness, but the clever aspect of this poster is that it makes people feel like they are in dialogue, like a person crossing over to the person in front of you. This poster elaborates in detail on the location of the distillery, the quality of the wine, and sincere sales without any deception. It seems to be telling you this history face to face.On the other hand, the text on this poster can help consumers feel the historical traces of the brand. Make it relatively easy for every consumer to understand brand culture, thus facilitating the dissemination and output of brand culture.As a part of the brand culture, my clients and I hope that this symbol can become an independent brand in Lujiu in the future.
The classical furniture and architecture of the Ming Dynasty were based on scientific structure, natural materials, and minimalist aesthetics, which not only carried practical functions but also reflected the profound artistic conception of Eastern philosophy. It is the pinnacle of Ming Dynasty craftsmanship, providing an eternal source of inspiration for future designs.In this design, we have continued this style, with concise shapes and rigorous proportions.Ming Dynasty furniture was dominated by "lines" and focused on the proportion coordination between the local and the overall. We also apply this concept in our design.In addition, in terms of material, Ming Dynasty furniture was characterized by natural textures, with high-end hardwoods such as huanghuali and rosewood being the main materials, fully utilizing the color and texture of the wood itself. Craftsmen only polish and wax the wood to preserve its natural texture and avoid excessive decoration. This is also fully reflected in the design.In terms of space, consumers can see the product before opening it, but they cannot see it clearly at all.We use hollow carving design to create a hazy and elusive beauty. There is also a mysterious visual sensation.
With the increasing maturity of Chinese consumers' consumption, more and more consumers have realized the importance of environmental protection.Solid wood for limited sales and rewards: The use of carved solid wood versions focuses on the sustainability of emotional value. The natural texture of solid wood and the uniqueness of carving endow products with the attribute of "inheritability", which may be regarded as works of art rather than consumables, strengthening the perception of scarcity. Unique experience and identity recognition. The tactile temperature of solid wood carving, the gloss changes of manual polishing, and the limited edition certificate together create a sense of exclusivity. Based on these reasons, we ultimately recommend that the client create a small amount of solid wood craftsmanship as a reward for those who drive brand sales or other dimensions of progress; Like a trophy, of course, it is also aimed at consumers in small quantities to enhance brand recognition. The cardboard made of recyclable pulp material is made with wood grain paper attached for customer facing production.This decision is essentially a calibration between "long termism" and "short-term benefits": mass production spreads environmental costs through economies of scale and quickly enters the market; Limited edition solid wood version enhances brand tone. The two jointly construct a product matrix, ultimately achieving the symbiosis of commercial value and social value.
It is both the Chinese characters' 鸿稷（Hongji）'and the brand name. We used the oldest Chinese writing style seal script to combine with Shanxi windows for our design.At the beginning of the design, we decided to use the style and form of Shanxi window decorations to design the product. It involves carving some traditional patterns on the structure of wooden windows, which is also very localized. But it means that any product design can use this style, which I think is not enough to reflect the brand's exclusivity.In the end, we came up with the idea of combining the brand font "鸿稷（Hongji）" for the design, which perfectly integrates the brand's exclusivity and regional attributes. At the same time, the faintly visible windows create a hazy beauty when bottles are placed inside.Chinese classical aesthetics advocates "implicit and introverted" and opposes direct and explicit expression. The hazy beauty is the concrete expression of this tradition.
To be honest, this has caused quite a controversy. Many people say that classical boxes should be paired with bottles in classical colors for a more harmonious color scheme.But in my opinion, this kind of "antique style" is not what I want. By deconstructing symbols, materials, and regenerating functions, a balance is built between cultural authenticity and modern aesthetics, giving it a modern design style on the basis of classicism.So I only retained the stylistic features of Ming Dynasty porcelain. Bright colors are used to reflect the "product characteristics". Light flavor Baijiu (a style with elegant and soft taste and characterized by "purity") is brewed in most wineries in Shanxi. It is obvious that this bright color is in line with the characteristics of the product. At the same time, it has achieved a modern visual experience on the basis of antique imitation.
As a designer, the concept of sustainable design has always driven me. I have always hoped to incorporate the concept of sustainability into my design.In terms of material selection, we chose cardboard made from recyclable pulp, which is different from traditional processes by mixing bamboo recycled pulp into the pulp. Bamboo takes 3 years to mature and has a carbon absorption capacity 1.5 times that of trees. The energy consumption of recycled pulp production is reduced by 60%, reducing environmental load.Through innovation in materials and forms, packaging is no longer a discarded 'waste', and users naturally perceive that every time they choose sustainable packaging, it is a gentle response to the earth. This' preachy 'experience is the key to driving sustainable behavior change.
The choice of combining zinc alloy with dropper to design metal plaques stems from the deep integration of material characteristics and cultural narratives.Zinc alloy has high density and strong plasticity, and can accurately present three-dimensional relief details of patterns through die-casting technology, while also having a sense of historical weight.We combined the cultural characteristics of the product and incorporated the style of Chinese woodblock printing into the design of this historical wine culture poster. Bring a unique historical visual experience. The transparency and extensibility of droppings become key narrative media, creating a visual illusion of "glaze flow" in static patterns and breaking the icy coldness of metal. The combination of color and luster reflects the brightness and darkness levels as the light changes, echoing the dynamic artistic conception of the design.
It's a great honor to be recognized by the Golden A 'Design Award. I think it will affect the future direction of luxury Baijiu packaging design in terms of cultural story telling and process innovation, and promote the three directions of cultural depth narrative, process integration and sustainable innovation.From symbol stacking to immersive storytelling. Traditional Baijiu packaging mostly relies on single cultural symbols such as dragon patterns and calligraphy to convey a sense of history, but the recognition of the Golden A 'Award will prompt designers to turn to cultural narrative and focus on the unique characteristics of products.In process innovation: from single material to cross-border integration, promote Baijiu packaging to break through the limitations of traditional materials and processes, transform traditional techniques into packaging decoration, and endow packaging collection value.Future design will be more inclined towards "ecological aesthetics" - using biodegradable and renewable materials to deeply link process innovation with sustainable goals, meeting the dual demands of environmental protection and luxury in the luxury market.
Symmetrical aesthetics is based on the central axis and balanced as the rhyme, endowing design with visual weight and presence through a sense of order. Its core lies in "using simplicity to control complexity and static braking".In traditional design, it is reflected in the central axis layout of the Forbidden City or the mirror structure of Ming style furniture, conveying a sense of solemnity with absolute balance. If the central axis is used to unify the spatial function and continue the traditional sense of order; On the other hand, using different design elements from the left and right to break the absolute mirror and activate modern fun through subtle imbalances.This strategy not only avoids the rigid collage of traditional symbols, but also prevents falling into the hollow innovation of formalism. The symmetrical "weight" gives the cultural foundation to the work, while the deconstructive "lightness" allows it to breathe into contemporary life - just as Ming style furniture carries the charm of the Song and Yuan dynasties with simple lines, modern design can also use the symmetrical visual experience to create a modern Eastern aesthetic in classical art.