Pride (Kuanzhai JinShang)

The “Pride (Kuanzhai JinShang)” cigarette packaging is a contemporary design deeply rooted in Chinese cultural heritage. Drawing inspiration from Shu brocade — a UNESCO-listed intangible cultural heritage with over a millennium of history — the design reimagines this traditional textile art through a modern lens.
Shu brocade is celebrated for its intricate craftsmanship and richly layered aesthetic. The design team conducted in-depth research into historical brocade motifs, then reinterpreted them by deconstructing and reconstructing patterns. The result is a refined visual language featuring cloud motifs and mythological creatures — iconic elements in Eastern symbolism — which serve as the core of a modernized Shu brocade pattern. This approach embodies the brand’s ethos: “Inheriting millennia of craftsmanship, interpreting Eastern elegance.”
The packaging’s color palette centers around indigo blue and gold — tones traditionally associated with nobility and grace in Chinese culture. A segmented layout introduces visual layering and contrast, enhancing the sense of depth and order while balancing artistry with cultural narrative.
One of the most distinctive design features is the shuttle-shaped die-cut window on the front of the pack. Through this opening, a section of the inner brocade pattern is revealed. When the box is opened, it creates the effect of a brocade scroll unfurling — offering not only aesthetic impact but also a strong sense of ritual and cultural storytelling.
To authentically capture the luminous quality of Shu brocade, the packaging employs micro-nano optical positioning paper, replicating the satin’s unique sheen and texture. This is further enhanced by a silkscreen matte thick-film dot technique, delivering a tactile, fabric-like texture that evokes warmth and human touch.
Sustainability is integral to the design. The packaging is made entirely of paper and printed with water-based inks, significantly reducing environmental impact. Instead of traditional foil stamping, a dedicated positioning paper technique produces nuanced luster effects, simplifying production and reducing energy consumption — a thoughtful application of eco-conscious design principles.
“Pride (Kuanzhai JinShang)” achieves a harmonious balance between tradition and innovation. It is not only a tribute to Chinese craftsmanship but also a forward-thinking expression of cultural identity in a global design context.