Shanxi Merchant Piaohao Liquor Packaging by Hai Zhu |
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| DESIGN NAME: Shanxi Merchant Piaohao Liquor PRIMARY FUNCTION: Packaging INSPIRATION: In light of the regional elements of Shanxi merchants and Piaohao, the facade of the square outer box shows an ancient bill of exchange. The front of the Baijiu bottle features an outer ring of the bill of exchange, printed with an ancient Fenyang Lord Baijiu hand-brewing pattern, with the Fenyang Lord House pattern on the top indicating the origin of the Baijiu. The botanical patterned border and the film camera like perspective create a picture in picture effect and add fun to the packaging. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Shanxi merchants have a reputation for their wisdom and integrity, making it a symbol of the business elite. The Piaohao represents authority and credibility in the Chinese financial system. The designers have incorporated these elements into the packaging of Fenyang Lord, the Chinese Baijiu brand in Shanxi. This adds a historical and cultural value to the brand and highlights its quality and credibility. It enhances the image of the brand, establishing emotional connections with customers. OPERATION / FLOW / INTERACTION: The design offers advantages in appearance and experience with its form, material, and colour. The slim bottle is both aesthetically pleasing and practical, providing a comfortable grip and a convenient pouring experience to avoid waste. The packaging is available in two elegant colour schemes, transparent and rose gold with according textured materials, enhancing the visual appeal and complementing the Qing Xiang temperament of the Fenyang Lord Baijiu, known for its gentle yet complex aroma. PROJECT DURATION AND LOCATION: The project was designed in Chengdu, China in late 2023 and launched in January 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The front of the bottle features a bill of exchange printed with an ancient Fenyang Lord Baijiu hand brewing pattern. The recessed seal in the centre has a tridimensional texture that enriches the visual hierarchy, along with the fading texture on the cap. The slim bottle showcases the traditional nature of ancient Fenyang Lord Baijiu. The designer drew illustrations of the brewing process, from fermentation in an underground tank to slow fire distillation and storage in a clay jar. SPECIFICATIONS / TECHNICAL PROPERTIES: product dimensions, 71 mm x 71 mm x 313 mm TAGS: Chinese Baijiu packaging, Shanxi merchants and Piaohao, Fenyang Lord, Three Jin Time honoured Brand, visual communication design RESEARCH ABSTRACT: The packaging of Fenyang Lord Baijiu blends the elements of Shanxi merchants and Piaohao, showing the connection between the traditional values of the product and the ancient Chinese commercial and financial system and attracting more consumers with its regional identity. Additionally, the design showcases the rich historical and cultural heritage, making the product an inheritor of Chinese history and culture. Consequently, the brand can build a unique image and expand its market. CHALLENGE: The challenge was to convey the uniqueness, quality, and storytelling of the product while honoring the history and cultural heritage of the brand. At the front of the packaging, the outer circle of the bill of exchange pictures the brewing process, showcasing the precious quality of Fenyang Baijiu. These ancient scenes echo the Three Jin Time honoured Brand in the middle, highlighting the brand's long history and deep cultural heritage and presenting the attractiveness of the packaging. ADDED DATE: 2023-09-27 07:43:25 TEAM MEMBERS (1) : Hai Zhu IMAGE CREDITS: Hai Zhu, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shanxi Fenyangwang Wine Industry Co., Ltd. PROFILE: Shanxi Fenyangwang Wine Industry Co., Ltd., founded in 1988, is a joint-stock private enterprise specializing in the production and sale of clean flavor Daqu liquor, with a plant area of more than 260 mu and more than 800 employees. The annual production of high-quality liquor is 10,000 tons, the annual output value is 300 million yuan, and the profits and taxes are 80 million yuan. With the famous name "Fenyang Wang" as the registered trademark of the Middle Tang Dynasty, Fenyang King Wine follows the traditional brewing process of the King Guo Ziyi's palace, using sorghum, barley, peas and other raw materials, ground tank fermentation, slow fire distillation, pottery tank storage, to ensure the quality of the original wine. |
| AWARD DETAILS | |
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Shanxi Merchant Piaohao Liquor Packaging by Hai Zhu is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Hai Zhu for design Shanxi Merchant Piaohao Liquor here.· Press Members: Login or Register to request an exclusive interview with Hai Zhu. · Click here to register inorder to view the profile and other works by Hai Zhu. |
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