Su Jiu Dong Po

Baijiu Packaging for Jiangsu Shuanggou Distillery Co., Ltd

Taking cultural transformation and craft innovation as its core, this project focuses on the poetry of Su Shi and theatrical elements to design a series of cultural liquor bottles inspired by his works. Su liquor promotes traditional Chinese culture, embodies the spirit of Dongpo, and advocates for cultural confidence. By using Su liquor as a foundational element, the project creates the Su Dongpo souvenir liquor, which further contributes to the cultural identity of Yanghe and enhances the overall brand consumption experience.

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Su Jiu Dong Po by Meijie He

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Baijiu Packaging by Meijie He

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Meijie He Su Jiu Dong Po

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Meijie He Baijiu Packaging

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Jiangsu Shuanggou Distillery Co LtdBrand Logo

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Unique Properties

Taking Su Shi's poems as the connection, combining his life experiences allows users to appreciate the spirit of Dongpo and the literary ambiance while savoring the liquor. The imagery depicted on the bottle resonates closely with the poem, utilizing a blend of ink and modern techniques. This transformation of poetic imagery into visual language creates an immersive experience that distinguishes it from products that merely symbolize references to traditional culture.

Tags

The great river runs east, Su Shi's poetic rhythm, Song dynasty porcelain aesthetics, Inner painted landscapes, Red cliff imagery, Joint cultural creations, Poetry and liquor

Production Technology

The material is a glass-crystalline white substance, and the four bottles share a cohesive design inspired by the streamlined meiping plum vase style. Each bottle features a slightly narrowed mouth and a full belly, evoking the aesthetics of Song dynasty porcelain, characterized by a in a subtle way. The outer surface of the bottles is intricately carved in relief, with the texture transitioning from detailed to sparse, simulating the dynamic flow of a river, from calm to rushing, and providing a distinctive tactile experience.

Design Challenge

By reviewing a large amount of literature, we extracted the classic poems of the historical poet Su Shi and the four stages of his life to establish a correlation. The portrayal of Su Shi's image had been criticized as review of the illustrations and texts to rectify the details of his attire, such as the straw raincoat and clothing style. Additionally, the depth of the embossing on the liquor bottle needed to adhere to food safety standards, prompting the design team to adjust the slope of the wavy pattern to mitigate compliance risks.

Project Duration

2024.5-2025.1 Nanjing, Jiangsu province

Operation Flow

By reconstructing the spirit of Su Shi through a contemporary art style, the design team merges the narrative of drama with the static beauty of a liquor container, creating a product that offers a “sense of theater that can be both observed and touched,” thereby appealing to cultural consumers. The overall design of the bottle incorporates elements of poetry, ink painting, and relief craftsmanship, allowing customers to experience the dynamic interplay of “liquor activating poetry and painting” through its translucent imagery as they savor the liquor. This approach facilitates a multi-dimensional experience of “ tasting the liquor, enjoying the poetry, appreciating the paintings, and gaining a deeper understanding of the context.”

Research

Focusing on cultural transformation and craft innovation, this project centers on the poetry of Su Shi and theatrical elements. It has designed a series of mass-produced cultural liquor bottles inspired by Su Shi's works, achieving a harmonious blend of cultural narration, craft innovation, and user experience. After an in-depth study of Su Shi's poems, biographies, and the aesthetic literature of the Song dynasty, the designer distilled key imagery, such as the Red Cliff, the river waves, and the scrolls, and took charge of the image composition and bottle modeling. The four bottles effectively transform the essence of the poems into translucent representations.

Inspiration

Inspired by the artistic interpretation of Su Shi's heroic life in the theatrical production of the same name, this product features four bottles, each representing a distinct stage of Su Shi's life from an exuberant youth to free spirited twilight. Through a harmonious blend of poetry, painting, and craftsmanship, the spirit of Dongpo is condensed both within and outside the bottle. This innovative interpretation merges traditional culture with a contemporary understanding of the spirit of literature and brewing.

Image Credits

Jiangsu Shuanggou Distillery Co., Ltd

Project Overview

Su Jiu Dong Po Baijiu Packaging has been a Bronze winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Meijie He was recognized with the coveted Bronze A' Design Award in 2025, a testament to excellence of their work Su Jiu Dong Po Baijiu Packaging.

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