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Jiu Ming Tang: Liquor Design Inspired by the Dragon Boat Festival

Wang Qi Jun's Jiu Ming Tang liquor design draws inspiration from the Dragon Boat Festival, capturing the essence of this traditional Chinese celebration. The environmentally friendly paper packaging, adorned with a red "Cai Tou" seal, symbolizing good luck, opens like a scroll to reveal a burst of festive colors, creating a visually stunning experience.

The production process involves the use of environmentally friendly paper and a unique hot pressing technique, resulting in a box structure that enhances user interaction. The design specifications include a 32cm height, 22.5cm width, and 8cm length for the packaging, while the bottle measures 7cm in diameter and 26cm in height.

Wang Qi Jun and his design team, including Yi Xin and Liu Han, integrated the elements of the Dragon Boat Festival to create a design that transforms from a simple outer box to a colorful, festive display upon opening. The project, which commenced in January 2018 and concluded in April 2018, was completed in Changsha, Hunan, with proofing in Shenzhen and production in Changde.

The Jiu Ming Tang design not only showcases the designer's creativity but also serves as a cultural output, integrating modern and traditional Chinese elements to attract consumers and enhance cultural identity. Despite the technical and production challenges, the design received the prestigious Silver A' Design Award in 2020, recognizing its outstanding expertise and innovation in packaging design.

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