Longcuitang x Gugo

In the fast-moving consumer goods (FMCG) market, packaging isn’t just a container — it’s a bridge between the brand and the consumer.
The “Longli” pear drink cup by Longcuitang transforms regional cultural symbols into modern visual language, achieving both premium brand value and increased sales.

1. Breathing Life into Cultural Symbols to Create Lasting Impressions

The design blends elements like the Nine-Colored Deer from Dunhuang, the textured aesthetics of the Hexi Corridor desert, and the unique traits of the “soft pear” fruit. Traditional motifs are reimagined through a contemporary lens: the graceful deer patterns come alive visually, while desert textures are brought to life with tactile finishes. This approach retains strong regional identity while aligning with the tastes of younger consumers.
Data shows that packaging incorporating regional cultural elements can reduce shelf dwell time by 30%, quickly grabbing consumer attention.

2. Visual Details that Build Trust and Emotional Resonance

A central transparent circular window showcases the ingredients inside, while a “30-year” label underscores the product’s premium quality. The fresh green, orange, and white color palette aligns with health-conscious trends and taps into local cultural nostalgia, evoking a sense of place and emotional belonging. The result is a perfect balance of functionality and emotional appeal.

3. Leveraging Cultural Tourism to Boost Sales

Riding the wave of cultural tourism in Gansu, the packaging becomes a “portable postcard” of the region. It naturally fits into travel and retail scenarios like scenic spots and convenience stores, creating a seamless loop between tourism and consumption. The cultural elements drive consumer engagement and product conversion within these environments.
This “traditional genes + modern expression” design strategy transforms abstract regional culture into a tangible consumer experience — offering a fresh pathway for regional specialty products to break into wider markets.