Country

中国(China)

Official website

https://www.alibabagroup.com/en/global/home

Images

Brand Name

Julu Specialty

Designer Name

Huang He，Jiang Yuning，Yang Fan，Jin Qi，Li Xin

Position of Designer

Designer

Target Group

Young Internet Consumers

Major sales

电商 E-commerce

Positioning

大货 Mass Production

Design Story

The project involves county commodity packaging based on the public welfare campaign, by Ali group, aiming to revitalize rural areas. Julu County, China, though enjoys a long history and profound culture, is rarely known by people. We take commodities as a carrier of cultural communication to integrate the local history, culture and art with the packaging, and we improve the quality of commodities, at the same time, we also give the significance of packaging aesthetic education and the function of spreading history and culture by combining the artistic conception of modern graphic design with ancient Chinese painting. Current packaging lacks features and competition. We are studying the local Song Dynasty’s history and culture and integrate both of them and as well as painting aesthetics into our product design.

Highlights

The whole city of Song Dynasty, which has a history of 900 years, is now under the ground of Julu county, and it also be known as the "Oriental Pompeii". Once, a large number of exquisite Song Dynasty porcelain was unearthed in Julu, and it showed us the beauty of culture and art. However, unfortunately, most of the porcelains went overseas, and only incomplete textual and graphic files were left in Julu. With the patterns of the Song Dynasty porcelain on the package, we turn the packaging design into a carrier of "cultural spreading".

Market Performance

无

Material

纸质 Paper

Craft

Plane printing

Does the design solve the problems that are common across the product category?

Current packaging lacks features and competition. We are studying the local Song Dynasty’s history and culture and integrate both of them and as well as painting aesthetics into our product design.

What functional designs of the work have enhanced the user experience?

The beverage products of Julu County have special tastes. We cannot imagine the tastes by looking at their names. So we directly use long copywriting to poetically describe the taste and after-drinking feelings. Referring to the characteristics of Chinese calligraphy and painting, texts and paintings are combined into a whole which means that texts are paintings. The Song Dynasty is the peak of the Chinese aesthetics development. We integrate the elegance of Song Dynasty porcelain, historical knowledge, humanistic allusions and even national complex into the packaging of Julu products to form a unique style.

Did the design help increase the sales performance of the product?

The project covers the core commodities of the three major industries of Julu County. Improving commodity quality and expanding sales, on one hand, cause spreading of Julu’s culture, on the other hand, they also bring more sense of national identity to Julu and boosts the county’s development.