Zhanggong Times: A Timeless Tribute to Red Culture

Unveiling a Baijiu Design Inspired by History and Tradition

At the heart of Zhanggong Times lies a deep appreciation for the historical significance of Ganzhou. Inspired by the city's role as a shining red medal in the annals of Chinese history, Wen Liu sought to create a design that would capture the essence of time and pay tribute to its witnesses and participants. By reinterpreting the color red, a symbol of an era, the design team aimed to create a visual representation of the region's cultural heritage.

One of the standout features of Zhanggong Times is its packaging, which showcases a combination of goffered paper and a metal plate bearing the main logo. This unique craftsmanship adds a touch of elegance and sophistication to the design, while the ceramic bottle, created through a meticulous process of decorating firing, further enhances its visual appeal. The dimensions of the bottle measure 160mm x 120mm x 330mm, making it a statement piece that demands attention.

Wen Liu, along with fellow designers Yong Deng and Weijie Kang, carefully considered the brand's future development and its connection to Jiangxi province. By incorporating auxiliary elements such as the Gan River and Ruijin, the red homeland, into the design, Zhanggong Times carries the mark of history and serves as a reminder of the region's contributions to the nation's development. The name itself, "Zhanggong Times," was chosen to create a brand that is easily remembered and to explore the deeper meaning behind the concept of time.

Through extensive research and a deep understanding of the historical context, the design team was able to overcome various challenges in creating Zhanggong Times. By extracting illustration elements from Jiangxi's geographical, historical, and cultural symbols, they successfully evoked empathy and a sense of connection with customers. The result is a design that not only captures the essence of the region but also resonates with individuals on a personal level.

Zhanggong Times was brought to life in Shenzhen, with the project commencing in May 2020 and reaching completion in August of the same year. The design team's meticulous attention to detail and commitment to honoring the region's heritage culminated in a design that has garnered recognition and acclaim. In 2021, Zhanggong Times was awarded the Iron A' Design Award in the Packaging Design category, a testament to its well-designed, practical, and innovative qualities.

With Zhanggong Times, Wen Liu and his team have created more than just a Baijiu. They have crafted a timeless tribute to the red culture of Jiangxi province, a symbol of the Chinese nation's enduring spirit. Through its exquisite design and thoughtful execution, Zhanggong Times stands as a testament to the power of art, history, and innovation in shaping our lives and enriching our experiences.