Xiaofengtan Liquor Packaging by Zhu Hai and Fang Jian

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DESIGN DETAILS
DESIGN NAME:
Xiaofengtan Liquor

PRIMARY FUNCTION:
Packaging

INSPIRATION:
Its body is derived from ceramic liquor jars commonly used for liquor storage by the Chinese, and has been reshaped in a simplistic style to make it different from spherical jars and more in line with the aesthetics of modern people. The name, Xiaofengtan, originates from Fengtan, a unique traditional Chinese liquor storage technology. What is contained in the jar is liquor, but what is carried on is the culture. It also symbolizes the indispensable sense of ceremony in Chinese wine culture.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
SANVINGA Xiaofengtan is a high-end Jiang-flavored liquor, whose body derives from the ceramic liquor jar commonly used by the Chinese. It impresses with a compact cube packaging, which, together with the bottle body, is decorated by texture formed by golden dots, echoing with each other, while the main color, orange, provides a strong sense of integrity and association.

OPERATION / FLOW / INTERACTION:
The rounded bottle body is designed in line with ergonomics and can perfectly fit the shape of the palm of users , which is convenient for pickup and also prevents slip. The golden cap with vertical corrugated lines opens easily.

PROJECT DURATION AND LOCATION:
Developed in Chengdu, China in February 2020 and unveiled in Guizhou, China in August 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
By optimizing the bottle body and packaging, its size has been greatly reduced. Furthermore, the compact cube packaging is made of degradable paper which reduces consumables and costs, and implements the concept of sustainable development. In addition, its personalized proportion is innovative among the posh yet lackluster traditional liquor packaging.

SPECIFICATIONS / TECHNICAL PROPERTIES:
130mm x130mm x135mm

TAGS:
Reshape ceramic liquor jar, orange color, compact cube packaging, innovative appearance, resource-saving design.

RESEARCH ABSTRACT:
Liquor, for the Chinese, more than the taste, also means a kind of inheritance of the liquor culture of China. According to the study, liquor consumers commonly pursue high-end, personalized and quality liquor, while the traditional liquor cannot fully cater for their aesthetics and tastes. The brand-new packaging design of Xiaofengtan aims to blend traditional Chinese liquor culture on this base, which has showcased its confidence in Chinese culture.

CHALLENGE:
Being influenced by traditional ideology, the packaging of liquor is monotonous and homogeneous. How to break from this ideology is the challenge confronted by Xiaofengtan before it was designed. Inspired by ceramic liquor jars, it is groundbreaking because of its innovative packaging. The Chinese liquor culture contained in it has drawn attention of the society to traditional culture, thus inheriting and then carrying forward Chinese liquor culture.

ADDED DATE:
2021-09-30 02:36:24

TEAM MEMBERS (2) :
Hai Zhu and Jian Fang

IMAGE CREDITS:
Zhu Hai and Fang Jian, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Zhu Hai, Fang Jian

PROFILE:
Zhu Hai and Fang Jian devote themselves to creating “Chinese cultural brand” and forging “city name card”. They help clients seek for brand cultural values, create the drive force of products, and expand the market of products. They insist on digging and shaping cultural resources, attempt to promote enterprise brand values and utilize cultural significance and visual techniques to create more Chinese brands which represent the unique charm of Chinese culture. Over the past twenty years, they have been serving more than 100 fast-moving enterprises such as tobacco, Chinese spirits, red wine, tea, food and beverage, among which there are central enterprises, listed companies, national famous brands and regional specialties. Their works have been widely adopted and highly affirmed by clients.

NOMINATION DETAILS

Xiaofengtan Liquor Packaging by Zhu Hai and Fang Jian is a Nominee in Packaging Design Category.

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AWARD DETAILS

Xiaofengtan Liquor Packaging by Zhu Hai and Fang Jian is Winner in Packaging Design Category, 2021 - 2022.



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