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Zao from Xinghua Village: Liquor Packaging Redefined

Chunyang Wang's Zao from Xinghua Village liquor packaging design is a fusion of tradition and modernity, inspired by the rich history of Xinghua Village's liquor culture. The design aims to revitalize traditional Chinese liquor for a younger audience while preserving its cultural essence. Drawing from the village's 1,500-year-old brewing heritage, the packaging incorporates modern design elements to create a visually striking and culturally inclusive product.

The packaging features intricate illustrations depicting the process of wheat turning into liquor, symbolizing the journey from growth to brewing. The Chinese character "造" is elegantly integrated with European Gothic, representing a harmonious blend of cultures. The tactile experience is enhanced through UV dark lines on the box, appealing to the sense of touch.

Designed in Hangzhou in September 2021, Zao from Xinghua Village embodies the essence of Xinghua Village's liquor culture and will be produced in Shanxi Xinghua Village in 2021. The design research focused on injecting freshness into traditional liquor culture, making it more accessible to modern audiences while maintaining an international identity.

Chunyang Wang's Zao from Xinghua Village has overcome the challenge of balancing local and international visual design elements, ensuring its appeal to both Chinese and global consumers. This innovative packaging design has earned the prestigious Silver A' Design Award, showcasing exceptional creativity and technical excellence.

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