Interview about Yi Xin Distillation Chinese Highend Spirits, winner of the A' Packaging Design Award 2023
The design inspiration of Drangon which surrounded the bottleneck of Yixin Distillation shows how the ancient Chinese dynasty respected it. The brand successfully integrated the historical heritage into the modern era and share it with more people. The dragon sculpture at the bottleneck makes it unnecessary to label the wine bottle, and the strong and prominent features can be recognized by consumers at a glance.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe dragon motif represents power, authority, and prosperity in ancient Chinese culture, making it a fitting symbol for a premium spirit. By placing the dragon at the bottleneck, we transformed it into a functional centerpiece that replaces traditional labels, aligning with modern minimalism. This design caters to contemporary consumers who value cultural authenticity while appreciating clean, iconic visuals. The result is a seamless fusion of heritage and modernity, elevating the bottle into an art piece.
The choice of glass reflects the need to modernize perceptions of Chinese spirits. Glass allows greater precision in crafting intricate details, such as the dragon motif, and exudes a timeless luxury associated with premium products. Unlike ceramic, glass offers transparency, symbolizing purity and quality. This shift not only distinguishes the brand from competitors but also appeals to a younger, more globally-minded audience seeking innovation in tradition.
We began by studying traditional Chinese architecture and imperial aesthetics, particularly the balance and harmony found in ancient designs. These elements were reinterpreted using contemporary materials and minimalist lines to create a sleek, luxurious outer box. Symmetry was key to evoking a sense of order and prestige, while premium finishes like metallic accents bridged the gap between historical reverence and modern sophistication.
Creating the dragon motif in glass required extensive collaboration with manufacturers. We utilized advanced 3D modeling and precision molding techniques to capture intricate details while ensuring structural integrity. Rigorous prototyping helped us refine the design for scalability. The result is a sculpture that balances aesthetic complexity with practicality, setting a new standard for craftsmanship in spirits packaging.
Our research revealed that modern consumers seek authenticity paired with innovation. The imperial dragon was reimagined to feel bold yet approachable, with dynamic lines and contemporary proportions. This adaptation bridges traditional values of status and power with modern aspirations of individuality and luxury, making the design resonate with both seasoned baijiu drinkers and younger, trend-conscious audiences.
The bottle’s silhouette incorporates a tall, slender profile with a sculpted dragon at its apex, creating a strong vertical emphasis. This design is inspired by traditional Chinese totems, symbolizing ascension and prestige. The clean lines and proportionate curves ensure a harmonious blend of cultural depth and contemporary appeal, resulting in a design that commands attention both on shelves and in social settings.
The dragon sculpture was scaled to crown the bottle without overpowering its sleek form. Its intricate details contrast with the bottle’s minimalist base, creating a visual balance that draws the eye upward. This proportion ensures both cultural significance and practical elegance, making the bottle stand out while maintaining harmony in its overall design.
The success of this project relied on interdisciplinary teamwork. Creative direction established the narrative and cultural themes, while graphic design translated these into visual elements. Technical experts ensured the feasibility of intricate details like the dragon sculpture and high-end finishes. Frequent iterations and tight communication streamlined the process, allowing us to deliver a cohesive, high-quality product within the deadline.
We selected rich, metallic golds and deep blacks to evoke a sense of luxury and power, drawing from traditional imperial palettes. The textures—smooth glass for the bottle and a matte finish for the outer box—provide a tactile contrast that enhances the unboxing experience. These choices were tailored to appeal to the dual audience of traditional baijiu enthusiasts and younger, luxury-oriented consumers.
This design sets a benchmark for blending cultural heritage with modern aesthetics. It demonstrates how Chinese spirits can elevate their global appeal by embracing bold, innovative packaging while staying true to tradition. Future designs may further explore interactivity, sustainability, and storytelling, building on this foundation to create packaging that resonates across generations and cultures.
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