Journey To The West Whiskey Sticks To The Classics
by Andrew Gibbs on 02/19/2020 | 3 Minute Read
Whiskey that takes design inspiration from a classic of Chinese literature? We're sold on this concept:
“Journey to the West is a Chinese novel published in the 16th century during the Ming dynasty and attributed to Wu Cheng'en. It is one of the four great classical novels of Chinese literature."
"The novel is an extended account of the legendary pilgrimage of the Tang dynasty Buddhist monk Xuanzang who traveled to the western regions and India to obtain Buddhist sacred texts and returned after many trials and much suffering. It retains the broad outline of Xuanzang's own account, Great Tang Records on the Western Regions, but the Ming dynasty novel adds elements from folk tales and the author's invention—that Gautama Buddha gave this task to the monk (referred to as Tang Sanzang in the novel) and provided him with three protectors who agree to help him as an atonement for their sins. These disciples are Sun Wukong, Zhu Bajie, and Sha Wujing, along with a dragon prince who acts as Tang Sanzang's steed, a white horse."
"The four flavors of Journey are combined with Sun-Wukong, Zhu-Bajie, Sha-Wujing, and tang San-Zang, and come packaged as carriers of stories and circumstances. With a playful heart, we used the themes of Journey to the West to tell the story visually. The adventures are as sweet as the memories they brew. Taste the ups and downs and adventures on the road to the west.”
- Product Concept: Lung-Hao Chiang
- Design: Lung-Hao Chiang
- Copy: Lung-Hao Chiang