Zeng Li's Jia Hu Jiu: A Fusion of Liquor and Culture

Reviving Ancient Chinese Culture through Innovative Liquor Packaging

Zeng Li's design stands out due to its unique representation of ancient Chinese life. The liquor bottle is designed to resemble a bone flute, a significant instrument in ancient China. The bottle's design elements, crafted using traditional processes, are complemented by a crystal cap that houses a simulated bone flute. The minimalist typography on the outer packaging, primarily featuring elements of ancient life, highlights the joy and spiritual enjoyment that the bone flute brought to the ancient Chinese people. This design reflects both a form of inheritance and a baptism.

The realization of this design involved the use of various technologies. The ceramic bottle is adorned with a black glaze, and the design on the bottle, which depicts scenes from ancient Chinese life, is created using ceramic embossing roasting technology. The bottle cap is crafted using crystal electric carving technology, while the outer packaging utilizes star spot black special paper hot stamping technology.

The bottle, with a capacity of 500ml, stands 26.5cm tall and has a diameter of 7.8cm. The front height measures 31cm, with a width of 15.5cm and a side width of 12cm. The design tags associated with this project include Liquor, packaging design, graphic design, bone flute, and Jiahu Site.

The design aims to provide consumers with more than just a product; it serves as a cultural artifact that tells a story of human origins and the spirit of culture that existed nine thousand years ago. The design emphasizes the importance of spiritual enjoyment in addition to material life, highlighting the wisdom of ancient humans and the cultural depth of liquor products.

The project, which began in August 2018 and was completed in October 2018, was designed and prototyped in Shenzhen, with production taking place in Henan. Despite the challenges associated with the time-consuming and painstaking techniques required for this design, the team was able to successfully realize their vision. This design was awarded Silver in A' Packaging Design Award in 2019, a testament to its creativity, professional excellence, and innovation.