Under Vacuum Agency Creates  ”Gathering” Wine Labelling and Packaging Design

“Gathering” is the inaugural wine released by Xiaopu, a trailblazer of “nomadic wineries” in China, established in 2017. With the innovative collaboration of under vacuum, Xiaopu created a daring design for “Gathering” that embodies the “outlaw” brand archetype. This design seamlessly merges Eastern rice wine traditions and literary connotations into Western wine culture, thereby transforming consumers’ stereotypical impressions of Western wine packaging.

To achieve this unique aesthetic, we digitally vectorized traditional calligraphy and stone topography, capturing the essence of authentic handmade artistry and craftsmanship. This approach ensures that each bottle of “Gathering” not only represents a fine wine but also a piece of art that speaks to cultural heritage and innovation. We meticulously selected colors, materials, and finishes that convey the intended cultural message. In Chinese culture, the color vermilion holds a special place of admiration and significance. By incorporating vermilion, we created a bridge between the richness of red wine and the depth of Eastern culture. This choice elevates the visual identity of “Gathering” and makes it stand out in the marketplace.

The Burgundy bottle is packaged in a manner that allows connoisseurs to appreciate the wine while simultaneously challenging traditional perceptions with an Eastern-inspired binding form and visual presentation. This provocative approach disrupts the common Western wine packaging format, creating a distinctive cultural clash and fusion that is both aesthetically pleasing and thought-provoking. The design not only highlights the uniqueness of the wine but also invites consumers to explore the rich tapestry of cultural narratives embedded within.

The Chinese character “聚” (Ju) , meaning “Gathering”, is prominently featured on the bottle, reinforcing the idea that wine can be an integral part of Chinese social life, especially during gatherings and festivals. This concept promotes the notion that wine is not just a beverage but a medium for strengthening friendships and family ties. By integrating this cultural symbolism, “Gathering” transcends being merely a product; it becomes a celebration of tradition, unity, and shared moments.

Overall, “Gathering” by Xiaopu is a testament to the power of innovative design and cultural integration. It stands as a bold statement in the wine industry, challenging norms and inviting consumers to experience wine through a new cultural lens. This pioneering approach not only redefines wine packaging but also enriches the cultural significance of wine in China, making “Gathering” a true embodiment of Xiaopu’s vision and creativity.