Shiwanyubingshao: A Fusion of Tradition and Modernity in Liquor Packaging

Zhang Zhipeng's Award-Winning Design Marries Chinese Culture with Contemporary Aesthetics

Zhipeng's design stands out for its creative use of lion dance as the primary visual symbol. This rich and intricate graphic not only attracts consumers but also communicates the product's unique features. The design's strength lies in its ability to offer a fresh perspective on Chinese traditional elements through modern design and visual performance. This distinct characteristic provides consumers with a new choice among similar products, thereby promoting sales.

The design realization technology employed in Shiwanyubingshao is impressive. The bottle body is designed as a black transparent bottle by glass spraying, drawing inspiration from ancient Chinese wine containers. The bottle is gilded, and the outer packaging is made using a black special paper stamping process. The bottle has a capacity of 500ml, a height of 22.5cm, and a diameter of 9cm, with a front height of 26.5cm and a width of 15cm on both sides.

The design also features an engaging interaction with consumers. The illustration of a lion's head is used on the top of the box, combined with the dynamic form of lion dance and picking. The act of "opening the box and uncovering the head color" enhances the ritual sense of drinking, making tradition a new attraction.

The project, which started in November 2019, was designed in Shenzhen and produced in Guangzhou by December 2019. The design is a result of extensive research aimed at combining liquor culture with local traditional culture. The lion dance, a tradition with a long history in China, was chosen to give consumers a better experience of two different cultures and promote Chinese traditional culture.

Despite the challenge of linking the color belt between the box and the box, which proved tedious in post-processing, the design successfully incorporated life elements to reflect the product's value and attract consumers. The design was awarded Silver in A' Packaging Design Award in 2020, a testament to its creative and professional excellence and innovation.