Fenjiu: A Unique and Cultural Liquor Design

Combining Tradition and Modernity to Showcase Chinese Culture

Derived from the inspiration of apricot flowers and traditional window designs, Fenjiu embodies the rich cultural heritage of China. Zhang Zhipeng explains, "Chinese traditional culture is spread through symbols, and we wanted consumers to experience different aspects of Chinese culture through their understanding of liquor."

The bottle cap of Fenjiu is ingeniously shaped like an apricot flower, symbolizing the geographical attributes of the product. This attention to detail ensures that consumers immediately connect with the product's origin. The bottle's unique and personalized design, coupled with its packaging that harmoniously blends traditional culture and modern aesthetics, sets Fenjiu apart from other liquor designs in the market.

Using glass spraying technology, the bottle body is transformed into a transparent blue bottle, representing purity. The eight-sided design of the bottle symbolizes the Chinese idiom "all things are exquisite," emphasizing the liquor's refined taste. The top of the bottle features a pattern resembling waves, representing its perfection and uniqueness. The bottle is adorned with bronzing technology, while the outer packaging features black special paper with bronzing, creating an eye-catching visual appeal.

With a capacity of 500ml, the Fenjiu bottle measures 25.5cm in height, 7.8cm in diameter, 29.5cm in front height, and 14cm in width. The design team meticulously considered the technical specifications to ensure the bottle's functionality and aesthetic appeal.

Zhang Zhipeng's vision for Fenjiu goes beyond just a liquor design. He aimed to promote Chinese traditional culture and provide young consumers with an opportunity to connect with their ethnic heritage. By integrating tradition and fashion, Fenjiu showcases the unique cultural characteristics of China, spreading its rich heritage to a global audience.

The design process for Fenjiu began in December 2019 and was completed in January 2020. The project involved design work in Shenzhen, proofing in Shenzhen, and production in Shanxi. The team faced challenges during the demoulding process but overcame them to achieve the desired result. The matching of outer box technology also presented difficulties, but the team's commitment to making traditional elements fashionable led to a visually captivating design.

Zhang Zhipeng's Fenjiu design has received recognition for its excellence. It was awarded the Iron A' Design Award in the Packaging Design category in 2020. This prestigious award acknowledges well-designed, practical, and innovative creations that meet professional and industrial requirements. Fenjiu's design integrates industry best practices and exhibits competent technical characteristics, contributing to a better world.

Fenjiu is not just a liquor design; it is a testament to the power of combining tradition and modernity. Zhang Zhipeng's creative approach has elevated Fenjiu to a symbol of Chinese culture, captivating audiences worldwide and promoting a deeper understanding of China's rich heritage.