Chengdu Stone Design Co., Ltd · CLIENT: Jiangsu King’luck Brewery Joint-Stock Co. Ltd
Graceful Ode is a liquor packaging series inspired by Chinese poetry and calligraphy. The three themes are named after feng, ya and song, three classifications of Chinese poetry. Each bottle carries its Chinese character in three-dimensional form, paired with horizontal textures that recall calligraphy on rice paper and add tactile depth. The cap is shaped after rolling hills, with serrations on the top. Color sets the tone of each theme: gradient turquoise green, warm beige and dark yellow. The series suits family gatherings, business banquets and formal celebrations.
Press Kit
- Unique Properties
- The liquor packaging series, with its themes named after three typical classifications of Chinese poetry, namely feng, ya and song, innovatively integrates the three Chinese characters, ancient calligraphy and modern craftsmanship. It stands as a pioneer in its kind, seamlessly blending practicality and traditional culture, whereby users can deeply experience the charm of Chinese poetry and calligraphy when they are drinking the liquor.
- Dimensions & Packaging
- product dimensions, 104 mm x 110 mm x 310 mm, 310 mm x 120 mm x 310 mm
- Tags
- traditional culture, Chinese poetry, cultural spread, shape of rolling hills, Chinese poetry classifications
- Production Technology
- The bottle cap inspired by rolling hills boasts serrations on the top, which symbolize the beautiful rhythm of poetry and echo the passion of ancient literati for climbing high and composing poems, expressing respect for and thinking on traditional culture. The themed bottle body takes the corresponding Chinese character as the core. 3D characters paired with horizontal textures, reminiscent of Chinese calligraphy on rice paper, offer a unique tactile experience and a sense of visual depth.
- Design Challenge
- The challenge was to capture Chinese traditional cultural essence while catering to modern aesthetic preferences. The design team has integrates three typical classifications of Chinese poetry into its design, and introduced ancient calligraphy to the three Chinese characters, while also adopting horizontal textures. Such fusion of traditional elements and modern craftsmanship makes the packaging series a piece of art that embodies traditional culture and showcases distinctive visual appeal.
- Project Duration
- The product was designed in January, 2024 in Chengdu, and launched in August, 2024 in China.
- Operation Flow
- The packaging series uses various colors to highlight a unique tone of different themed packaging, adaptable to diverse scenarios. The feng utilizes the gradient turquoise green that exudes freedom and inclusiveness, suitable for friend gatherings or family reunions. The ya designed with the warm and calm beige is an ideal choice for business banquets or gifts. The dark yellow song creates a noble, solemn atmosphere, which is applicable to major events such as festivals and weddings.
- Research
- Through in-depth study of six principles in the Shijing and Chinese calligraphy, the packaging series innovatively integrates three typical classifications of Chinese poetry and ancient calligraphy with modern aesthetic trends and craftsmanship, striking a balance between cultural significance and artistic allure. It not only expresses respect for Chinese traditional poetry and calligraphy, but also brings something new to modern drinking culture.
- Inspiration
- The packaging series, inspired by ancient literati gatherings centred around liquor drinking and poem composing, subtly integrates three typical classifications of Chinese poetry into its design, which introduces ancient calligraphy to the three Chinese characters, creating a unique visual symbol that marries powerful Chinese calligraphy and elegant Chinese painting. In this way, it is not merely a container of fine liquor, but a piece of art with the unique charm of Chinese traditional culture.
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