Zongchuan 1929

“Zongchuan 1929” is a packaging design for zongzi (glutinous rice dumplings) inspired by the historical and cultural heritage of Xi’an. Zongzi is a traditional festival food consumed during the Dragon Boat Festival, representing not only a tribute to the patriotic poet Qu Yuan from ancient times but also the preservation of traditional festivals and culture. The packaging design of this project utilizes environmentally friendly paper materials, emphasizing the concept of recyclability and showcasing the brand's commitment to social responsibility as a renowned Chinese heritage brand.



Based on the concept of “Zongchuan 1929”, the design team drew inspiration from the scenes of how people in ancient Tang Dynasty celebrated the Dragon Boat Festival in front of the Xi’an City Wall thousands of years ago. Thus, the original illustration of Chang’an Street came into being. Through “Zongchuan 1929”, we aim to evoke the bustling streets and warm atmosphere of Chang’an, allowing people to experience the vibrant cityscape and the heartfelt sentiments of the people. The unique opening method and printing techniques also reflect the rich cultural heritage and understated elegance of the ancient city of Xi’an.