Jiang Hu
Alcohol Beverage Package for Shenzhen Reform Brand Consultant and Design Co.,Ltd.
Chinese Taoism has a concept: "where there are people, there is Jianghu". In China, the word "Jianghu" has always been associated with the image of a Chinese traditional swordsman. Therefore, designers adopted the bionic design and took "token" as the symbol to make the work appear chivalrous and young. The illustration on the tape around the bottle is about a swordsman growing from a rookie to a truly mature swordsman. The bottle cap is designed as a tiger head to enhance its chivalrous spirit.
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Jiang Hu by Li Wei and Reform
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Alcohol Beverage Package by Li Wei and Reform
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Li Wei and Reform Jiang Hu
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Li Wei and Reform Alcohol Beverage Package
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Shenzhen Reform Brand Consultant and Design Co Ltd Brand Logo
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Jiang Hu Alcohol Beverage Package Media Articles
Explore our ready-to-use articles on Jiang Hu, available in multiple languages: Korean, English, Portuguese, Indonesian, Japanese, Russian, Hindi, Chinese (Mandarin), Italian, German, French, Dutch, Spanish, Turkish and Arabic (Standard), for your feature stories.
Unique Properties
The work is exquisite and practical to satisfy any kinds of consumers: the bottle top is heavy enough to be used as paper weight; it also can be used as a glass if turn it over. Besides, it’s a new product of small capacity to fit for people’s capacity for liquor in general.
Tags
Alcohol, Package, Chinese
Production Technology
It directly used foam material on outer box package instead of paper. It can both be the outer box of the product and shockproof packaging when sending express delivery.
Design Challenge
This product is environmental-friendly. It directly used foam material on outer box package instead of paper. It can both be the outer box of the product and shockproof packaging when sending express delivery.
Project Duration
The project started in August 2019 in Shenzhen China and finished in May 2020 in Shenzhen China.
Operation Flow
Since huang jiu has gone through such a long history for nearly 7 thousand years in China, people have seen it as a kind of old-fashioned product. “Jianghu” redefined this old but precious Chinese legacy and tried to show a side of fashion by its cultural value of huang jiu. It was a brand new idea on the market.
Research
The name of the product is “Jiang Hu”. The word “Jiang Hu” sets in the world of elites, it represents a world full of heroes, a fair society that imparting skills to each other, and maintaining a strict code of honor. The "token" is a metal plate that symbolizes strength and bravery, it was also used to authorize military operations in ancient China. Therefore, the "token" used as a symbol to express the "power" of the "jianghu", depicting the initial process of a Chinese swordsman's maturity through adventures and hardships.
Inspiration
Huang jiu is a traditional Chinese specialty that was invented in China about 7 thousand years ago. At the market today, huang jiu products remain the similar packaging design and never highlight any characteristics of traditional Chinese huang jiu. Jiang Hu’s design broke through the conventional mode of thinking, showed a new image of traditional Chinese Huang jiu. It takes the “token" as a design clue, depicting the ups and downs of a swordsman's life in ancient China.
Project Overview
Jiang Hu Alcohol Beverage Package has been a Iron winner in the Packaging Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Image Credits
For design images and photos please credit Li Wei and Reform.
Iron Recognition
Li Wei and Reform was recognized with the coveted Iron A' Design Award in 2023, a testament to excellence of their work Jiang Hu Alcohol Beverage Package.
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