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Chu Cellar Design by Yong Wu

Yong Wu's Chu Cellar design for Yellow Crane Tower liquor packaging is a fusion of history, art, and functionality. The bottle's shape imitates that of chime bells, a cultural relic of the state of Chu, offering a direct manifestation of Chu culture. The design aims to reflect the historical culture of the liquor's birthplace, Hubei, China, providing consumers with a profound historical background while offering visual enjoyment.

The ceramic bottle, with grain cast in an open mould, and the wooden box, showcase the meticulous realization of the design. After consumption, the packaging base can be repurposed as an art deco, adding to its collectible value.

The Chu Cellar design allows drinkers to better feel the cultural appeal of the product, enhancing the overall experience. The project, which began in Shenzhen in April 2019, finished sample production in June 2019, and was available for sale in China by February 2020, has been recognized with the Bronze A' Design Award for Packaging Design in 2020.

Yong Wu's design team conducted extensive research, delving into historical documents and local cultural history to create a design that authentically represents the brand's origins. The design's unique feature lies in its ability to encapsulate the cultural atmosphere of Chu thousand years ago, offering a luxurious and functional experience for consumers.

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