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Zongchuan 1929: Celebrating Xi'an's Heritage Through Innovative Food Packaging

Xi'an Yiwen Brand Design Co., Ltd introduces Zongchuan 1929, a packaging design that pays homage to the historical and cultural heritage of Xi'an. Inspired by the bustling streets and warm atmosphere of Chang An, this innovative design aims to evoke the vibrant cityscape and heartfelt sentiments of the people, while reflecting the rich cultural heritage and understated elegance of the ancient city of Xi'an.

Zongchuan 1929 is a tribute to the traditional festival food, zongzi (glutinous rice dumplings), consumed during the Dragon Boat Festival. It represents not only a tribute to the patriotic poet Qu Yuan from ancient times but also the preservation of traditional festivals and culture.

The packaging design utilizes environmentally friendly paper materials, emphasizing recyclability and showcasing the brand's commitment to social responsibility as a renowned Chinese heritage brand. The design also incorporates the ancient opening and closing mechanism of a drawbridge, adding a sense of ceremony to the gift box.

The project started in May 8, 2022, in China and finished in May 20, 2022. Based on the concept of Zongchuan 1929, the design team drew inspiration from the scenes of how people in ancient Tang Dynasty celebrated the Dragon Boat Festival in front of the Xi An City Wall thousands of years ago, resulting in the original illustration of Chang An Street. The intricately detailed elements in the artwork can be appreciated and enjoyed, and the backing paper featuring the complete illustration can also be preserved as a decorative piece of art.

Founder Profile: Wei Jiang (Mr.), the founder of Xi'an Yiwen Brand Design Co., Ltd, has been the general consultant of brand visualization for various renowned companies and has been focusing on the field of brand design with design as his faith, combining with the market, and always keeping endless exploration and innovation in brand construction.

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