Yi Hu Chou Jiu

Posted on

Derrick Lin


Creative Agency: cordal design
Project Type: Produced, Commercial Work
Location: China Xi’an, Shaanxi
Packaging Contents: Liqueur
Packaging Substrate / Materials: Plastic pouch
Printing Process: Foil stamping

The “Yihu thick wine” is produced in the Yellow River Hukou Waterfall Yichuan County. It is one of the specialty products in northern Shaanxi. It uses soft yellow rice as the main raw material, and is refined and tasted with traditional craftsmanship. It is famous throughout the country. The necessary food for the holidays and winter and spring. When Mao Zedong and Zhou Enlai were in Yanan in that year, people in northern Shaanxi worshiped their loved ones with rolling rice wine. You admired the Yellow River Hukou, and you should taste the jug of thick wine, which is your lifetime happiness.

The origin of the jug of thick pot: The Yellow River Basin (the background of the packaging uses the Yellow River elements to highlight the characteristics of the origin of the region)

Product color: khaki (the yellow color on the entire package color, on the one hand, fits the characteristics of the product itself; on the other hand, it highlights the regional characteristics of the Yellow River of origin). Red selection: on the one hand, it reflects the red revolutionary holy land of northern Shaanxi, and on the other hand, it is associating. Northern Shaanxi red paper-cut

Both red and yellow are warm colors in the colors. The combination of the two will give people a strong visual impact. The combination of the two colors is warm and healthy. Product raw material: It is made of soft rice dumplings (yellow rice)

Cultural extraction: calligraphy characters (heavy calligraphy culture)

“Ancient sage for soup soup, thought to prepare ears!” – “Huang Di Nei Jing”

“For the sake of wine.” The word “醪醴” here means the predecessor of thick wine. ——《Book of Songs · Zhou Song》 (Millennium Wine Culture)