FOR IMMEDIATE RELEASE

Gushu Jinzhu: Award-Winning Packaging Design Celebrates Chinese Heritage and Modern Sustainability

Gushu Jinzhu, designed by Menghao Zeng and team, has been recognized with the Golden A' Packaging Design Award 2025 for its remarkable integration of Chinese cultural motifs and contemporary packaging innovation. Drawing inspiration from the Loong-the spiritual totem of Chinese civilization-and centuries-old wild longan trees, the packaging transforms Taoist philosophy and traditional symbolism into a modern, multi-sensory unboxing experience. The design's centerpiece is a Heaven-Earth Lid structure adorned with gold-foiled tree rings and Loong scale patterns, while the front panel features the auspicious "Twin Loong Playing with Pearl" motif, symbolizing vitality and prosperity.

The packaging set includes four acrylic jars of dried longan and a Song Dynasty Celadon Glaze tea bowl, all housed in a 360mm x 240mm x 90mm gift box. Each element is meticulously crafted to evoke a sense of heritage, from engraved textures depicting Twin Loong and longan vines to a Republic-era style poster detailing traditional craftsmanship and moisture-proof functionality. The vibrant orange-red exterior not only stimulates festive joy but also reflects the celebratory spirit of Chinese culture, while the modular, reusable components underscore a commitment to circular design and sustainability.

Launched in Shenzhen in June 2024 and fully implemented by November 2024, Gushu Jinzhu stands out for its ability to bridge past and future. The design revitalizes ancient traditions by reinterpreting Song Dynasty ceramics, integrating heritage brand Wang Yi Mao's seal script with cyber-inspired metal plaques, and preserving longan dehydration techniques. Through "elemental archaeology," the team constructed a symbolic visual system that deepens cultural identity among younger generations and asserts Chinese aesthetic sovereignty on the global stage. The project not only elevates the gifting ritual but also supports artisans and promotes eco-friendly materials, demonstrating how design can drive both cultural and economic sustainability.

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