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"Hj Lu Yinpiaolaohao" Baijiu Packaging Marries Ming Dynasty Aesthetics with Modern Sustainability

Sinong Wu's latest project, "Hj Lu Yinpiaolaohao," has earned the Golden A' Packaging Design Award for 2025, recognizing its exceptional blend of cultural reverence and innovative craftsmanship. Developed in Chengdu from May 2023 to August 2024, this packaging design draws deeply from the rich history of Shanxi Province, one of the cradles of Chinese baijiu culture, and pays homage to the Ming Dynasty origins of Lu Wine, a brand with over 500 years of heritage.

The design stands out for its intricate references to classical Chinese architecture and Ming Dynasty furniture, featuring a miniature Taihang Mountain on the bottle cap and blue-and-white porcelain motifs reminiscent of imperial artifacts. The box's left side showcases a reproduction of what may be the earliest baijiu "poster," while the right side displays a retro seal character "HONGJI" in a Shanxian-style "window cut" form. These elements, combined with the visible silhouette of the bottle within the packaging, create a harmonious blend of antique charm and modern visual impact, inviting consumers to experience the depth of Chinese history and artistry.

Environmental consciousness is central to the realization of this design. The main packaging utilizes recyclable cardboard and wood grain paper, while a limited edition solid wood carved box is reserved for contributors to the brand's success. The bottle itself is crafted from high-fired ceramics, and both the box and bottle feature zinc alloy plates with dropper technology for detailed text and graphics. Beyond aesthetics, the packaging is designed for reuse, allowing consumers to repurpose the bottle or box, further enhancing its value and sustainability. By integrating regional research, traditional aesthetics, and practical innovation, Sinong Wu's design not only preserves but also elevates the cultural legacy of Chinese baijiu.

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