Graceful Ode
Liquor Packaging for JIANGSU KING’LUCK BREWERY JOINT-STOCK CO. LTD
The packaging series innovatively integrates three typical classifications of Chinese poetry with ancient calligraphy, which introduces ancient literati culture into modern liquor products, injecting the product with cultural significance. Benefiting from the application of Chinese traditional colors and the creative design of the bottle cap, it not only deeply resonates with users and evokes their respect for traditional culture, but also meets the needs of different scenarios including gift giving and banquets, showing the good taste of users and contributing to cultural spread.
Download Press Kit № 164157
Download Press Kit № 164157 Liquor Packaging for JIANGSU KING’LUCK BREWERY JOINT-STOCK CO. LTD by Chengdu Stone Design Co., Ltd to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Graceful Ode by Chengdu Stone Design Co Ltd
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Liquor Packaging by Chengdu Stone Design Co Ltd
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Chengdu Stone Design Co Ltd Graceful Ode
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Chengdu Stone Design Co Ltd Liquor Packaging
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Chengdu Stone Design Co Ltd Design Team Photo
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JIANGSU KING LUCK BREWERY JOINT STOCK CO LTDBrand Logo
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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.
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.
Project Overview
Graceful Ode Liquor Packaging has been a Silver winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Image Credits
For design images and photos please credit Chengdu Stone Design Co., Ltd.
Silver Recognition
Chengdu Stone Design Co., Ltd was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Graceful Ode Liquor Packaging.
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