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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.


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




Tall Bottle

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


Illustration
QR Code: Translation of The Poem




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.”

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.





Behind the Scene

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