Revolutionizing Liquor Packaging: Xin Fen Ji by Wang Qi Jun

Transforming Traditional Wine Presentation with a Capsule-Inspired Design

Wang Qi Jun's inspiration for the Xin Fen Ji design stems from the common association of capsules with treatment and health care. By leveraging this perception, the designer has ingeniously connected the dual nature of wine – its potential to both uplift and impair – with the capsule's symbolism. This unique approach to design offers a fresh perspective on the purpose of wine, emphasizing its role in promoting happiness and excitement.

The Xin Fen Ji design stands out due to its distinctive shape, borrowed from everyday medication. The designer used an ancient technique called "mayacha" to create layers within the shape, representing different states of intoxication. The open mouth of the bottle, coupled with a frame to highlight the name, conveys a cheerful atmosphere. This design perspective underscores the essence of wine – to bring joy and excitement, while ensuring every detail is meticulously crafted.

The production process of the Xin Fen Ji design is as unique as its concept. The gift box combines EVA with cardboard, utilizing a capsule-like opening mechanism. The capsule shell, made from EVA and mixed with electroplating, absorbs sunlight while offering shock-proof and pressure-reducing properties. The glass bottle is coated with a tactile paint, providing a rubber-like feel, enhancing the user experience.

The Xin Fen Ji design, with a capacity of 480 ml, is a perfect blend of personalization, liquor, packaging design, graphic design, illustrations, and fashion packaging. This innovative design breaks the inertia of the Chinese liquor industry, offering a refreshing change in the way wine is presented and perceived. The tactile paint on the packaging ensures a comfortable grip, preventing the bottle from slipping easily from the user's hands.

Despite the challenges faced during the production process, the Xin Fen Ji design stands as a testament to Wang Qi Jun's creativity and determination. The design, which started in January 2018 and was completed in September 2018, was executed in various locations across China. The Xin Fen Ji design, awarded Silver in the A' Packaging Design Award in 2019, is a remarkable example of how design and innovation can transform traditional concepts, creating a unique and engaging experience for consumers.