Exploration on Crossover Design Application of Shu Embroidery and Liquor Packaging for Generation Z

YANG Luming; WANG Chenshixuan; HE Zhenge; ZHOU Aihua; FAN Yaxin; LIU Xinye; WU Yuying; CAI Duanyi

doi:10.19554/j.cnki.1001-3563.2026.16.026

PDF(10504 KB)

Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 304-316. DOI: 10.19554/j.cnki.1001-3563.2026.16.026

Visual Communication Design

Exploration on Crossover Design Application of Shu Embroidery and Liquor Packaging for Generation Z

YANG Luming^1a, WANG Chenshixuan^1a, HE Zhenge^1a, ZHOU Aihua², FAN Yaxin^1a, LIU Xinye^1a, WU Yuying³, CAI Duanyi^1b,*

Author information +

History +

Abstract

The work aims to explore the crossover design application of Shu embroidery craftsmanship in liquor packaging, so as to achieve the dual goals of brand rejuvenation for traditional Chinese liquor and modern transformation of intangible cultural heritage and construct a practical path for the coordinated development of cultural inheritance and brand innovation. A "Shu Embroidery × Liquor Packaging" crossover design method integrating research positioning, digital redesign, creative integration, and user testing verification was established and a clear four-stage design pathway was defined, including cross-boundary element analysis, digital transformation of elements, design scheme implementation, and user feedback optimization. Combining the inherent cultural elements of liquor brands, the stitching techniques and patterns of Shu embroidery, and the characteristics of Generation Z target consumers, the development and practical application of the crossover design scheme for liquor packaging "Ti Liang Wen Jiu" were carried out. With Luzhou Laojiao's liquor packaging "Ti Liang Wen Jiu" as a case, the crossover design solution of "Shu Embroidery × Liquor Packaging" was developed and applied, effectively integrating packaging structure, color design, interactive features, and Shu embroidery elements. User testing results indicated that this design significantly enhanced young consumers' interest and cultural identification. The proposed crossover design method and pathway effectively enhance the cultural value and social attributes of liquor packaging, expand the young consumer market for liquor brands, and provide viable approaches for the contemporary expression and active inheritance of Shu embroidery, facilitating the functional transformation and practical application of intangible cultural heritage in modern consumer contexts.

Key words

crossover design / liquor packaging / Generation Z / Shu embroidery / user experience

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

YANG Luming, WANG Chenshixuan, HE Zhenge, ZHOU Aihua, FAN Yaxin, LIU Xinye, WU Yuying, CAI Duanyi. Exploration on Crossover Design Application of Shu Embroidery and Liquor Packaging for Generation Z[J]. Packaging Engineering. 2026, 47(16): 304-316 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.026

References

[1] 向勇. 促进文化消费高质量发展的路径与举措[J]. 人民论坛, 2024(16): 94-97.
XIANG Y.Paths and Measures to Promote High-Quality Development of Cultural Consumption[J]. People's Tribune, 2024(16): 94-97.
[2] 马超. Z世代情绪消费的意识形态景观、风险及其防范[J]. 思想理论教育, 2025(6): 105-111.
MA C. Ideological Landscape, Risks, and Prevention of Emotional Consumption among Generation Z[J]. Ideological & Theoretical Education, 2025(6): 105-111.
[3] 王家飞. 基于跨界打造非遗文化创意产品的设计研究[J]. 包装工程, 2019, 40(22): 253-259.
WANG J F.Research on Design of Creative Intangible Cultural Heritage Products Based on Crossover[J]. Packaging Engineering, 2019, 40(22): 253-259.
[4] 万国, 于金仁. 蜀绣在家居设计中的传承与创新转化[J]. 设计, 2020, 33(16): 114-116.
WAN G, YU J R.Inheritance and Innovative Transformation of Shu Embroidery in Home Design[J]. Design, 2020, 33(16): 114-116.
[5] 冉诗雅. 基于数字化技术的皮革装置艺术与“非遗”蜀绣技艺的跨界设计研究[D]. 成都: 四川大学, 2022: 2-3.
RAN S Y.Research on Crossover Design of Leather Installation Art and "Intangible Cultural Heritage" Shu Embroidery Technology Based on Digital Technology[D]. Chengdu: Sichuan University, 2022: 2-3.
[6] 郑伯森, 董婉婷. 跨界设计与产品体验[J]. 名作欣赏, 2013(6): 164-165.
ZHENG B S, DONG W T.Cross-Border Design and Product Experience[J]. Masterpieces Review, 2013(6): 164-165.
[7] 宋江超. 跨界设计思维研究[D]. 南昌: 南昌大学, 2014: 8-9.
SONG Jiangchao.Study on Cross-Boundary Design Thinking[D]. Nanchang: Nanchang University, 2014: 8-9.
[8] 陶玉涓. 品牌跨界设计的创意思维方法[J]. 科技传播, 2022, 14(5): 70-72.
TAO Y J.Creative Thinking Methods for Brand Crossover Design[J]. Science & Technology Communication, 2022, 14(5): 70-72.
[9] 戴雪梅. 跨界思维在白酒包装设计中的应用[J]. 包装工程, 2018, 39(4): 203-208.
DAI X M.Application of Crossover Thinking in the White Spirit Packaging Design[J]. Packaging Engineering, 2018, 39(4): 203-208.
[10] 何振阁, 冉诗雅, 周爱华, 等. 皮革装置艺术跨界初探——以《“秀”红旗》为例[J]. 皮革科学与工程, 2024, 34(5): 116-124.
HE Z G, RAN S Y, ZHOU A H, et al.A Preliminary Study on Crossover Design Application of Leather Installation Art: Embroidery Red Flag[J]. Leather Science and Engineering, 2024, 34(5): 116-124.
[11] 王旭玮. “跨界设计”趋势下的文创设计探索——以云贵民族文创设计为例[J]. 装饰, 2017(6): 128-129.
WANG X W.Exploration on Cultural and Creative Design Under the Trend of Crossover Design: Taking Cultural and Creative Design of Yunnan and Guizhou Nationalities as an Example[J]. Zhuangshi, 2017(6): 128-129.
[12] 丁颖. 跨界思维在当代服装设计领域的应用探析[D]. 武汉: 湖北美术学院, 2018: 5-7.
DING Y.Research on the Application of Cross-boundary Thinking in Modern Fashion Design[D]. Wuhan: Hubei Institute of Fine Arts, 2018: 5-7.
[13] 喻玥. 跨界思维下的艺术设计表达[J]. 绿色包装, 2022(6): 103-106.
YU Y.Artistic Design Expression Under Cross-Border Thinking[J]. Green Packaging, 2022(6): 103-106.
[14] 刘姗, 栾雁宁, 王楠, 等. 体验视角下邮轮空间探析——以迪士尼邮轮为例[J]. 船舶工程, 2024, 46(8): 19-31.
LIU S, LUAN Y N, WANG N, et al.Exploration of Emotionally Guided Cruise Ship Public Space Planning from the Perspective of Experience Economy—Taking Disney Cruise Line as an Example[J]. Ship Engineering, 2024, 46(8): 19-31.
[15] 严波, 靳惠敏, 郑镇华. 基于情境的健康驿站用户体验设计研究[J]. 包装工程, 2025, 46(4): 214-225, 249.
YAN B, JIN H M, ZHENG Z H.Scenario Theory User Experience Design for Health Stations[J]. Packaging Engineering, 2025, 46(4): 214-225, 249.
[16] 罗丹珠, 冯洁. 基于体验设计理论的文创潮玩互动性设计研究[J]. 玩具世界, 2025(3): 110-112.
LUO D Z, FENG J.Research on Interaction Design of Cultural and Creative Designer Toys Based on Experience Design Theory[J]. Toy World, 2025(3): 110-112.
[17] 鄢莉, 姜蕾歌. 地域文化符号转译在粤西年例食品包装设计中的应用[J]. 食品与机械, 2018, 34(6): 105-109.
YAN L, JIANG L G.Application of Regional Cultural Symbol Translation in the Design of Nianli Food Packaging in Western Guangdong[J]. Food and Machinery, 2018, 34(6): 105-109.
[18] 王娜, 李明娟. 基于符号学理论的八吉祥图案文化转译设计方法研究[J]. 鞋类工艺与设计, 2025, 5(17): 30-32.
WANG N, LI M J.Research on the Cultural Translation Method of the Eight Auspicious Symbols Based on Semiotics Theory[J]. Shoes Technology and Design, 2025, 5(17): 30-32.
[19] 周升, 叶菁. 当代语境下非遗文化符号在文创产品中的多维转译[J]. 南昌师范学院学报, 2025, 46(4): 31-37.
ZHOU S, YE J.The Multidimensional Translation of Intangible Cultural Heritage Symbols in Cultural and Creative Products in the Contemporary Context[J]. Journal of Nanchang Normal University, 2025, 46(4): 31-37.
[20] 陈凯悦, 苗元华. 符号表征、视角交融与时空叠合——跨文化视域下纪录片对中华文化的叙事转译[J]. 电影文学, 2025(16): 17-22.
CHEN K Y, MIAO Y H. Symbolic Representation, Perspective Integration and Spatio-temporal Superimposition: Narrative Translation of Chinese Culture in Documentaries from a Cross-Cultural Perspective[J]. Film Literature, 2025(16): 17-22.
[21] 谢姣, 陈昊, 张柏林. 文化符号的数字转译——以国风虚拟数字人赋能数字文旅实践为例[J]. 新世纪图书馆, 2025(8): 5-12, 87.
XIE J, CHEN H, ZHANG B L.Digital Transcoding of Cultural Symbols: An Example of Practical Pathways for Guofeng Virtual Digital Humans in Empowering Digital Cultural Tourism[J]. New Century Library, 2025(8): 5-12, 87.
[22] 黄璇. 国潮3.0时代的设计叙事:传统文化符号在可持续包装设计中的转译路径[J]. 上海包装, 2025(6): 24-26.
HUANG X.Design Narrative in the China-Chic 3.0 Era: Translation Paths of Traditional Cultural Symbols in Sustainable Packaging Design[J]. Shanghai Packaging, 2025(6): 24-26.
[23] 吕知璇, 向云波. 文化转译视域下传统符号在包装设计中同质化现象研究[J]. 中国包装, 2025, 45(9): 53-56.
LYU Z X, XIANG Y B.Homogenization of Traditional Symbols in Packaging Design from the Perspective of Cultural Translation[J]. China Packaging, 2025, 45(9): 53-56.
[24] 专访陈小林:从剑南春&三星堆联名酒包装说起[J]. 包装与设计, 2022(2): 38-51.
Exclusive Interview with CHEN Xiao-lin: A Case Study on the Joint Liquor Packaging Design of Jiannanchun & Sanxingdui[J]. Packaging and Design, 2022(2): 38-51.
[25] 王康建, 李纳云, 曾蓉, 等. 蜀绣产业发展现状分析及对策建议[J]. 丝绸, 2017, 54(10): 51-57.
WANG K J, LI N Y, ZENG R, et al.The Development Situation and Countermeasures of Shu Embroidery Industry[J]. Silk, 2017, 54(10): 51-57.
[26] 四川省市场监督管理局. DB51/T 3123——2023 蜀绣针法技艺[S]. 四川省:四川省市场监督管理局, 2023: 1-4.
Sichuan Provincial Administration for Market Regulation. DB51/T 3123—2023 Shu Embroidery Stitch Techniques[S]. Sichuan Province, Sichuan Provincial Administration for Market Regulation, 2023: 1-4.
[27] 敖成兵. Z世代消费理念的多元特质、现实成因及亚文化意义[J]. 中国青年研究, 2021(6): 100-106.
AO C B. Diversified Characteristics, Realistic Causes and Subcultural Significance of Generation Z's Consumption Concept[J]. China Youth Study, 2021(6): 100-106.
[28] 刘珍玉, 毛哲山. 文化自信视域下Z世代国潮消费的生成逻辑与引领路径[J]. 北京青年研究, 2025, 34(2): 76-82.
LIU Z Y, MAO Z S.The Generative Logic and Guiding Pathway of Guochao Consumption of Generation Z under the Perspective of Cultural Confidence[J]. Beijing Youth Research, 2025, 34(2): 76-82.
[29] Escola De Botânica. Sorgo: da áfrica para o mundo [EB/OL]//Escola de Botânica. (2021-08-24)[2025-04-18]. https://www.escoladebotanica.com.br/post/sorgo.
[30] 丁合蓉, 董子涵. Z世代青年亚文化消费表征与动因探析[J]. 中国报业, 2021(16): 110-111.
DING H R, DONG Z H.Representations and Motivations of Generation Z Youth Subculture Consumption[J]. China Newspaper Industry, 2021(16): 110-111.
[31] 张消夏, 金澍. 昨日的未来神话:赛博朋克题材作品的美学特征研究[J]. 电影评介, 2020(19): 70-73.
ZHANG X X, JIN S.The Myth of Yesterday’s Future: A Study on the Aesthetic Characteristics of Cyberpunk Works[J]. Film Review, 2020(19): 70-73.
[32] 江小亮. 赛博朋克风格在产品设计中的应用[J]. 陶瓷, 2024(1): 9-12.
JIANG X L.Application of Cyberpunk Style in Product Design[J]. Ceramics, 2024(1): 9-12.
[33] 梁馨月. 青年亚文化视角下的Z世代视觉艺术设计风格特征与实践[J]. 时尚设计与工程, 2025(4): 51-53.
LIANG X Y.Characteristics and Practice of Visual Arts Design Style for Generation Z from the Perspective of Youth Subculture[J]. Fashion Design and Engineering, 2025(4): 51-53.
[34] Pinterest. Cyberpunk City[EB/OL].[2025-05-15]. https://uk.pinterest.com/pin/741053313734435409/.
[35] 陈华锋. 三大构成的基础性研究和应用分析[J]. 艺术品鉴, 2024(26): 64-66.
CHEN H F.Basic Research and Application Analysis of the Three Constitutions[J]. Art Appreciation, 2024(26): 64-66.
[36] 冉诗雅, 周爱华, 吴玉英, 等. 蜀绣衣锦纹针在皮革领域的创新设计——以拉花锦针法为例[J]. 皮革科学与工程, 2022, 32(5): 73-79.
RAN S Y, ZHOU A H, WU Y Y, et al.Innovative Design of the Brocade-pattern Embroidery of Shu Embroidery in Leather Field: Taking Garland Brocade-pattern Embroidery as an Example[J]. Leather Science and Engineering, 2022, 32(5): 73-79.
[37] 周爱华, 张惟雯, 吴玉英. 中国非遗蜀绣衣锦纹针法的拯救研究和传承创新[C]//2018 中华民族服饰文化国际研讨会论文集. 2018: 107-117.
ZHOU A H, ZHANG W W, WU Y Y.Rescue Research and Innovative Inheritance of the Chinese Intangible Cultural Heritage Shu Embroidery Brocade-pattern Stitch[C]//Proceedings of the 2018 International Symposium on Chinese National Costume Culture, Beijing, 2018: 107-117.
[38] 中国科学技术馆. 指南针与罗盘[EB/OL]. [2025-06-21]. https://www.cdstm.cn/museum/zphc/fxsczldzh/art/2019/art_7fc3d9307295407d9c79d1e5953a4fd6.html.
CHINA SCIENCE AND TECHNOLOGY MUSEUM. Compass and Luopan[EB/OL].[2025-06-21]. https://www.cdstm.cn/museum/zphc/fxsczldzh/art/2019/art_7fc3d9307295407d9c79d1e5953a4fd6.html.
[39] 百度百科. 酒令牌[EB/OL]. (2021-09-18)[2025-06-21]. https://baike.baidu.com/item/%E9%85%92%E4%BB%A4%E7%89%8C/15575952.
BAIDU BAIKE. Drinking Game Cards[EB/OL]. (2021-09-18)[2025-06-21]. https://baike.baidu.com/item/%E9%85%92%E4%BB%A4%E7%89%8C/15575952.
[40] 花瓣网. 门头设计与活动布置[EB/OL]. [2025-06-21].https://huaban.com/pins/2374222940.
HUABAN. Entrance Design and Event Decoration[EB/OL].[2025-06-21]. https://huaban.com/pins/2374222940.
[41] 佛滔算命网. 黄大仙灵签第十九签[EB/OL].[2025-06-21]. https://www.sosuo.name/lingqian/daxian/19.html.
FOTAO FORTUNE-TELLING.Huang Daxian Fortune Stick No. 19[EB/OL].[2025-06-21]. https://www.sosuo.name/lingqian/daxian/19.html.