Lingfan Dele: A Unique and Cultural Liquor Packaging Design

Respecting Local Culture and Reflecting an Interesting Life

Changsha, a city known for its high GDP and happiness index, has a rich history of singing, dancing, drama, food culture, and folk art. The design of Lingfan Dele Liquor combines the Huxiang culture with the style of Chinese decorative painting, resulting in a brand wine design that caters to the aesthetics of the new era while maintaining its unique characteristics. The design subverts traditional styles, innovates old concepts, and brings forth new ideas. With the incorporation of decorative painting techniques, it encompasses elements of pop art and reflects a certain trend in art style. The packaging design showcases famous scenes from folk allusions, such as Huagu opera, liuhaiqiaoqiao, Xiangxiu pattern, spicy girl, Changsha mahjong, Xiangjiang River water, and traditional Xiangyun, in a relaxed, joyful, and humorous manner.

The bottle of Lingfan Dele Liquor is made of painted glass, with the bottom of the bottle connected to the mouth end to end. This innovative concave-convex structure has significant implications for transportation, display effects, space-saving, and environmental protection through secondary utilization.

The specifications of Lingfan Dele Liquor include a capacity of 100ml and a bottle size of 8cm × 8cm × 10cm. These dimensions make it a convenient and visually appealing option for consumers.

The design team behind Lingfan Dele Liquor consists of Design Director Wang Qijun, Designer Qiao Tianzhi, and Designer Wang Junyao. Their collective efforts have resulted in a design that captures the essence of Changsha's culture and presents it in a modern and engaging way.

The interaction with Lingfan Dele Liquor is multi-faceted. The illustration of "Ling Fan De Le" originates from traditional folk allusions, such as "Liu haiqiaoqiao" and "advertising". The design aims to reflect the unique mindset of Changsha people, who enjoy the pleasures of life and possess extraordinary wisdom and talent. The bottle design draws inspiration from "folk mahjong", with a smooth and stable shape. The concave-convex structure adds an element of playfulness to the design.

The Lingfan Dele Liquor design project was initiated in Changsha in December 2019 and underwent proofing in Shandong in January 2020. Extensive research was conducted to understand the brand culture and to promote the new image of the product among young consumers. The design team aimed to create a product that resonates with the spiritual world of its target audience, evoking emotions and a sense of connection. The style of illustration is flat, popular, and has a clear theme. The "concave-convex" bottle structure was adopted to optimize space display and enhance both function and aesthetics.

Despite encountering challenges during the proofing process, the design team successfully overcame them, resulting in a cost-effective design that meets the highest standards of quality and creativity.

The Lingfan Dele Liquor design has received recognition and accolades, including the Iron A' Design Award in the Packaging Design category in 2020. This award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The design is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive experiences, and contributing to a better world.