Innovative Design of Local Ceramic Wine Bottle Packaging with Poetry as a Medium

JIA Jing; ZHOU Zihan; YU Jie; XU Xianchao

doi:10.19554/j.cnki.1001-3563.2026.12.020

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (12) : 252-263. DOI: 10.19554/j.cnki.1001-3563.2026.12.020

Visual Communication Design

Innovative Design of Local Ceramic Wine Bottle Packaging with Poetry as a Medium

JIA Jing¹, ZHOU Zihan^1,*, YU Jie², XU Xianchao¹

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Abstract

The work aims to take the practical collaboration with the Ningxia wine brand "Magicbird (Shen Qi Zhi Niao)" as a case to delve into wine bottle packaging design methods and processes that effectively showcase China's indigenous wine culture, against the backdrop of the long-established hegemony of Western wine bottle packaging norms. Given the scarcity and greater challenge of researching intangible culture, this paper, based on the poetry-literature dichotomy, placed particular emphasis on the objective textual value dimension of poetry. A method for linking intangible cultural products through the mapping of imagery derived from local poetic texts was proposed, with a stronger focus on cultural congruence. The findings confirmed that using poetry as a medium could significantly enhance the local cultural distinctiveness of Ningxia wine packaging design. The design approach of translating textual mappings from poetry proves effective in presenting intangible culture. This research provides practical insights with tangible reference value for wine developers and design researchers in China.

Key words

wine bottle / poetry / local culture / ceramics

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JIA Jing, ZHOU Zihan, YU Jie, XU Xianchao. Innovative Design of Local Ceramic Wine Bottle Packaging with Poetry as a Medium[J]. Packaging Engineering. 2026, 47(12): 252-263 https://doi.org/10.19554/j.cnki.1001-3563.2026.12.020

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