top of page
4-min.png
(17).jpg

ChanJiu 婵酒
​Packaging Design

Identity and Packaging Design

Chanjiu, meaning 'craving for liquor' in Chinese, is a white liquor packaging design inspired by the Mid-Autumn Festival. It caters to Chinese consumers in the U.S., offering comfort to expatriates and a way to celebrate the holidays, preserving cultural connections and traditions.

Poet: Su Shi
Poem:《水调歌头·明月几时有》

When will the moon be clear and bright?
With a cup of wine in my hand,
I ask the blue sky.
I don’t know what season it would be
in the heavens on this night.
I’d like to ride the wind to fly home.
Yet I fear the crystal and jade mansions
are much too high and cold for me.
Dancing with my moon-lit shadow,
It does not seem like the human world.
The moon rounds the red mansion
Stoops to silk-pad doors,
Shines upon the sleepless,
Bearing no grudge,
Why does the moon tend to be full
when people are apart?
People may have sorrow or joy,
be near or far apart,
The moon may be dim or bright,
wax or wane,
This has been going on
since the beginning of time.
May we all be blessed with longevity
Though far apart,
we are still able to share
the beauty of the moon together.

Frame 163-min_edited_edited.jpg

Thin Bottle

- Right amount for 1-2 people
- Convenient for transportation

_DSC9730-min.jpg
Screenshot 2024-12-10 at 10.23.46 AM-min.png
_DSC9732-min.jpg
_DSC9575-min.jpg

Tall Bottle

_DSC9711-min.jpg

- More volume for family dine together
- Perfect as gift pack

Screenshot 2024-12-10 at 10.22.48 AM-min.png

Illustration

QR Code: Translation of The Poem

Screenshot 2024-12-10 at 10.25.06 AM-min.png
Screenshot 2024-12-10 at 10.25.06 AM-min.png
2.1-min.png
Screenshot 2024-12-10 at 10.51.13 AM.png

Visual Element

Summary of the poem

During the Mid-Autumn Festival, which is the festival for the reunion of the family. Because of some political issues, Su Shi cannot met his family, he drank until the next morning, and got so drunk that he wrote this poem while thinking of his younger brother Su Zhe.“I hope that all the loved ones in this world will be safe and healthy, even if they are thousands of miles apart, they can still share the beautiful moonlight.”

Screenshot 2024-12-10 at 10.18.26 AM-min.png

Sketching Form 

Elegant + Modern+ Simple

Xuan Paper

paper label material

Xuan paper is a unique handicraft in China, with the characteristics of tough texture, glossy jade, no moth and no decay, and the rhythm of ink is ever-changing. It is often used for calligraphy or ink painting. And is especially used to write poems.

Screenshot 2024-12-10 at 10.19.46 AM-min.png
Screenshot 2024-12-10 at 10.20.11 AM-min.png
Screenshot 2024-12-10 at 10.45.31 AM.png
Screenshot 2024-12-10 at 10.45.31 AM.png
Screenshot 2024-12-10 at 10.45.43 AM.png

Behind the Scene

Special Thanks to

Photo Crew: Havel Qian, Xiaotian Mei, Zane Xiong

bottom of page