Hong Lou Meng Dream Ten
Packaging for Chuan Zhang
By delving into the cultural essence and artistic style of Dream of the Red Chamber and combining these with modern design techniques and high quality materials, this Baijiu packaging successfully creates a luxurious yet elegant product. It not only reflects the allure and foundation of traditional culture but also demonstrates an innovative spirit in modern design, providing users with an enhanced experience and emotional resonance.
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Hong Lou Meng Dream Ten by Chuan Zhang
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Packaging by Chuan Zhang
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Chuan Zhang Hong Lou Meng Dream Ten
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Chuan Zhang Packaging
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Chuan Zhang Designer Portrait Photo
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Unique Properties
This luxury baijiu packaging draws inspiration from the timeless Chinese masterpiece, Dream of the Red Chamber, which vividly portrays China's cultural heritage, history, and societal landscape. By incorporating iconic elements such as the Grand View Garden and plantain leaf motifs into the design, it evokes fond memories of this literary classic while endowing the bottle with distinctive cultural significance.
Tags
Luxury Baijiu Packaging, Inspired by Dream of the Red Chamber, Bottle Shape Inspired by Grand View Garden Roof, Traditional Plantain Leaf Patterns, Cloisonne Enamel Craftsmanship, Contrast Color Design
Production Technology
In terms of colour, traditional high end contrast combinations make the bottle visually more striking. Combining premium ceramic material with cloisonne enamel craftsmanship results in an exceptionally refined package. The ceramic is fine textured and vividly coloured, whereas the cloisonne technique exemplifies the exquisite skills of traditional Chinese handicrafts, lending a sense of nobility and luxury to the bottle.
Design Challenge
The challenge was merging cultural elements from Dream of the Red Chamber with contemporary design techniques to create uniquely appealing packaging. Through meticulously exploring the cultural implications and artistic styles of the novel, classic elements like Grand View Garden architecture and plantain leaf patterns were reinterpreted using modern design methods, achieving a harmonious blend of old and new, expressing the unique character and noble quality of the brand.
Project Duration
Initiated in Chengdu in March 2024 and launched in China in September of the same year.
Operation Flow
User experience was at the heart of the design process, ensuring the bottle was ergonomically shaped for easy handling and opening. Clear labelling enhances product information accessibility, while smart packaging design facilitates ease of use and protection.
Research
This project responds to the demand in the high end baijiu market, where consumers value not only quality and taste but also the cultural connotation, aesthetic value, and uniqueness of packaging. This design addresses these needs by deeply integrating cultural elements from Dream of the Red Chamber, thereby meeting high end positioning and cultural conveyance demands.
Inspiration
The design embodies classical aesthetics from Dream of the Red Chamber. The bottle silhouette mirrors the roofline of the Grand View Garden, featuring rhythmic lines that resemble an artwork. The plantain leaf patterns are artistically arranged on the bottle, resembling layered skirts, adding grace and vitality. Utilizing cloisonne enamel craftsmanship further showcases Eastern charm exquisitely.
Project Overview
Hong Lou Meng Dream Ten Packaging has been a Iron winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Image Credits
For design images and photos please credit Chuan Zhang.
Iron Recognition
Chuan Zhang was recognized with the coveted Iron A' Design Award in 2025, a testament to excellence of their work Hong Lou Meng Dream Ten Packaging.
Chuan Zhang Newsroom
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