Interview about Korea Yuza Wine Packaging, winner of the A' Packaging Design Award 2024
Our creatively designed yuzu wine, inspired by the Three Kingdoms tale of Huan Xiong, features intricately carved packaging and high-footed cups, exuding historical opulence. Packaged in an eco-friendly walnut wood box, the yuzu wine offers health benefits and a stylish choice, commemorating 30 years of cultural exchange in Gaoxing County.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThank you for your interest in the story-driven approach behind the Goheung Yuza Wine packaging. The inspiration from the Three Kingdoms tale, specifically the legend of Hwanung and the bear that transforms into a woman, provided a rich cultural narrative that we integrated deeply into the design elements. Each packaging component—from the illustrations inspired by traditional Korean woodblock prints to the engraving on the walnut wood box—was chosen to reflect the timeless appeal of this legend. The bottle design, with its high goblet-inspired shape, symbolizes elegance and quality, a nod to ancient Korean royalty and their ceremonial drinkware. The concept of a “cup within a bottle” conveys a sense of ritual and moderation, aligning with the idea that fine wine should be enjoyed thoughtfully. This also ties into the bottle’s dual function as a reusable drinkware piece, reinforcing a sustainable and culturally meaningful experience with every use.For the outer packaging, we selected walnut wood and adorned it with carved yuja motifs, evoking a sense of nature and tradition. This method has roots in traditional Korean transport boxes, bringing a touch of authenticity while emphasizing eco-friendliness—a quality we find particularly appealing to modern, environmentally-conscious consumers. By weaving historical storytelling into the design, we aimed to create a product that not only embodies the regional characteristics of Goheung’s yuja but also resonates as a unique piece of Korean cultural heritage, appealing to younger generations interested in meaningful, story-rich experiences. This storytelling approach guided each creative choice, ensuring that the final product is both visually captivating and symbolically significant.
Our choice to incorporate intricate carving techniques in the Goheung Yuza Wine packaging was driven by a desire to honor traditional Korean craftsmanship while embracing modern technology. Inspired by Korea’s rich history of wood engraving used in art and functional objects, we wanted to echo this legacy, especially through the carved walnut wood box featuring yuja motifs. By combining traditional hand-carving aesthetics with precision machinery, we achieved a design that is both authentically detailed and accessible for contemporary production. This fusion enhances the cultural storytelling by bridging past and present, allowing consumers to feel connected to Korea’s heritage while enjoying a modern product.
In developing the walnut wood box for the Goheung Yuza Wine packaging, we aimed to combine luxury with eco-consciousness. Walnut wood was selected for its durability, rich texture, and natural elegance, aligning with the premium image of the product. The wood’s sustainable properties—being reusable, biodegradable, and long-lasting—resonated with our commitment to environmental responsibility, while also offering a tactile, refined experience that appeals to discerning consumers. This thoughtful material choice not only underscores the cultural authenticity of traditional Korean design but also reflects modern values of sustainability, creating a meaningful connection between heritage and ecological mindfulness.
To modernize the high-footed cup design in the Goheung Yuza Wine packaging, we drew on its historical opulence as a symbol of Korean heritage while refining it for a contemporary aesthetic. The sleek, elongated lines and minimalist detailing were carefully crafted to retain the regal essence of traditional goblets, yet with a fresh elegance that appeals to modern tastes. By blending subtle luxury with cultural authenticity, the design pays homage to ancient Korean ceremonial drinkware, allowing it to fit seamlessly into both heritage contexts and today’s lifestyle, thus bridging the past with the present.
Commemorating 30 years of cultural exchange between Korea and China, the Goheung Yuza Wine packaging was thoughtfully designed to reflect shared heritage and mutual respect. We integrated Korean elements, like the high-footed goblet and yuja motifs, with subtle Chinese influences in the narrative and symbolic detailing, aiming for a harmonious fusion that resonates in both cultures. This milestone inspired us to celebrate commonalities—such as the appreciation for intricate craftsmanship and storytelling—while honoring each culture’s uniqueness. Through this approach, the packaging not only symbolizes the partnership’s longevity but also invites a deeper connection between both countries’ traditions.
The specific dimensions of the Goheung Yuza Wine packaging (9mm x 30mm x 23mm) were carefully chosen to balance aesthetic appeal, functionality, and user experience. These measurements ensure a sleek, elongated profile that conveys elegance, while maintaining a comfortable hold and easy portability. The compact form factor enhances the unboxing experience, making it feel refined yet accessible. Additionally, the dimensions align with the walnut wood box’s durability and reusability, supporting both luxury and sustainability. This attention to size not only enhances the visual impact but also makes the product versatile, reinforcing its status as a premium, gift-worthy item.
In the Goheung Yuza Wine packaging, we highlighted the health benefits of yuzu subtly to maintain the luxurious aesthetic. Rather than overtly focusing on the functional qualities, we integrated these aspects into the design narrative—through the choice of natural materials like walnut wood and the sophisticated, reusable bottle concept. The high-quality craftsmanship reflects a premium feel, while subtle details, such as the yuzu motifs, hint at its vitamin-rich, immune-boosting properties. This approach creates a refined balance, allowing consumers to appreciate the wine’s health benefits within an elegant, culturally enriched packaging experience.
One of the key challenges in designing the award-winning Goheung Yuza Wine packaging was achieving a balance between sustainability and luxury without compromising functionality. Initially, incorporating eco-friendly materials, like walnut wood, while retaining a high-end look posed difficulties. This challenge led us to experiment with intricate carving techniques that would enhance the box’s visual appeal while showcasing the natural wood grain. This approach not only elevated the packaging’s premium feel but also highlighted the product’s sustainability in a unique way, ultimately becoming a signature element that contributed to its recognition with the Silver A' Design Award.
In designing the Goheung Yuza Wine packaging, we envisioned tactile interaction as a key part of the storytelling experience. The natural texture of the walnut wood box, combined with intricate carvings, invites users to feel the craftsmanship, echoing traditional Korean artistry. Unboxing the wine and handling the high-footed goblet bottle creates a ritualistic, almost ceremonial experience that immerses users in the cultural narrative. This physical engagement transforms the act of opening and pouring the wine into a journey through history and tradition, allowing the story of Goheung and its heritage to unfold with each touch.
The success of the Goheung Yuza Wine packaging reinforces our commitment to using design as a bridge for cultural preservation. Moving forward, this recognition encourages us to explore deeper, nuanced storytelling through materials, textures, and symbolic details that honor traditional practices while resonating with modern audiences. We’re inspired to integrate sustainable and culturally significant elements more deliberately, using each design to preserve and celebrate heritage in ways that feel relevant, accessible, and enduring. This experience has shown that packaging can be a powerful medium for cultural storytelling, influencing our future designs to prioritize authenticity, craftsmanship, and eco-consciousness.
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