Fenjiu Liquor by Zhang Zhipeng

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DESIGN DETAILS
DESIGN NAME:
Fenjiu

PRIMARY FUNCTION:
Liquor

INSPIRATION:
Creative point with apricot flowers and traditional characteristics of the combination of the window, such as through the window to see the world pupil, a flower to see the spring, a leaf to know the autumn, know how to see the door of the world can really open. Chinese traditional culture is spread through Chinese symbols, so that consumers can know different Chinese cultures through their understanding of liquor.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
"Where can I find a restaurant? The shepherd boy pointed to the village of apricot flowers." Du mu, a great poet of late tang dynasty, endowed fen wine with poetic conception and culture. In order to make consumers feel the geographical attribute of the product in the first time, the design redesigned and improved the culture of liquor, we made the bottle cap part into the shape of apricot flower. Bottle unique and personality, packaging traditional culture and modern pay equal attention to make this product stand out in the same type of products.

OPERATION / FLOW / INTERACTION:
We sublimate the time-honored traditional culture of China, evolve traditional window flowers and add new Chinese creative techniques to make them more international. The integration of tradition and fashion highlights the different cultural characteristics of China, so as to spread Chinese culture.

PROJECT DURATION AND LOCATION:
The project started in December 2019 and completed the design in Shenzhen, the proofing in Shenzhen and the production in Shanxi in January 2019

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
We adopt glass spraying to design the bottle body as blue transparent bottle. We combine the Chinese idiom "all things are exquisite" to design the bottle body into eight sides to symbolize its pure taste. Combined with the Chinese idiom "famous all over the world", the pattern on the top of the bottle is as four layers, just like the waves, to symbolize its perfection and uniqueness. The bottle using bronzing technology, the outer packing using black special paper bronzing technology. We look at products in three dimensions and make "tradition"; the new attraction.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The bottle has a capacity of 500ml,a height of 25.5cm,a diameter of 7.8cm,a front height 29.5cm,a width of 14cm and a side width of 13cm

TAGS:
Liquor,packaging design,graphic design,paper-cut for window decoration,Apricot flower

RESEARCH ABSTRACT:
This a new design of liquor, its purpose is to better the effective combination of liquor culture and traditional culture, let the world see China, and to promote our Chinese traditional culture, also let the young consumers to know more about their ethnic culture, let the people of the world to know Chinese culture, make the traditional culture have different design vision.

CHALLENGE:
When the bottle is demould, it is a little difficult, but it can be improved. There are a lot of attempts on the matching of outer box technology, and no satisfactory effect is achieved. However, I believe that the design originates from life, and we should make the traditional elements fashionable, so that it has different visual experience. However, when it comes to mass production, we need to compromise.

ADDED DATE:
2020-02-24 09:09:29

TEAM MEMBERS (1) :
Design director: Zhang Zhipeng

IMAGE CREDITS:
Zhang Zhipeng

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CLIENT/STUDIO/BRAND DETAILS
NAME:
FEN JIU GROUP

PROFILE:
Fenjiu group is in the historical development stage. At present, the competition of domestic liquor industry is extremely fierce, beer, wine and so on are eating into the market share of liquor, and foreign liquor industry is also eyeing the Chinese market covetously. Challenge is opportunity, change is growth. Want to do strong fen wine, must rely on the power of culture, internal cohesion, strengthen management, build a special combat team; External brand building, improve the image, occupy the commanding heights of cultural marketing.

NOMINATION DETAILS

Fenjiu Liquor by Zhang Zhipeng is a Nominee in Packaging Design Category.

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AWARD DETAILS

Fenjiu Liquor by Zhang Zhipeng is Winner in Packaging Design Category, 2019 - 2020.



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