Hu Zhongqing is a representative inheritor of the intangible cultural heritage of traditional cultivation of wolfberry, the founder of the sulfur-free fumigation wolfberry production technique, and the recipient of the "Outstanding Contribution Person Award for Wolfberry". He is honored as the "Father of Wolfberry" for his contributions to the wolfberry industry and enjoys a special government allowance from The State Council.

This project takes Hu Zhongqing as the brand core, enlarges the Hu Zhongqing LOGO, elevates the goji berries from an agricultural product to a cultural commodity with a story, retains only the elements of Hu Zhongqing and Zhongning goji berries on the layout, and focuses on the packaging materials and craftsmanship, emphasizing the value of people.

胡忠庆是非物质文化遗产枸杞传统栽培项目代表性传承人、无硫熏枸杞制作技艺创始人、“枸杞突出贡献人物奖”获得者，因对枸杞事业做出的贡献被誉为“枸杞之父” ，享受国务院特殊津贴。

本次项目以胡忠庆为品牌核心，放大胡忠庆LOGO，将枸杞从农产品升华为有故事的文化商品，版面只保留胡忠庆和中宁枸杞元素，其余在包材工艺上做文章，强调人的价值。