- 2022 Pioneer Prize
- From Package Design
Jiangshiguo-State liquor
Projet Description
As Jiang-flavour Chinese liquor for limited collection, Jiangshiguo-State Liquor, with a classic flavour of Chinese liquor, aims to pay tribute to the ongoing Chinese ingenuity through generations.
Ru Kiln, the spiritual core of Chinese ceramic culture, is one of the proofs of craftsman spirit. Inspired by the cyan glaze of Ru porcelains, the packaging uses gradient blue to simulate colors of the clear sky, clean water and lush mountains, and with the line patterns in traditional relief, it shows the charm of traditional Chinese techniques and the grandeur of landscapes. Besides, the visual and tactile changes echo the long aftertaste and increasingly stronger bouquet over time, thus creating a multi-dimensional user experience. Featured by the textures of wood grain and gilding, the cap again highlights the craftsman spirit of continuous improvement.
The front of the outer box echoes the bottle body, and sharply contrasts with the most representative Chinese auspicious clouds and Loong(Chinese dragons) on the two sides, deepening consumers’ impression of the product. At the top of the bottle is a flavor wheel that visualizes brewing process, reflecting professionalism of the liquor.
Fenggu Design，a creative planning company integrating the service of both “brand strategy” and “packaging research”, is dedicated to forging a “domestic cultural brand” and building a “local city card”. We are committed to seeking brands’ cultural value for enterprises and creating product drivers, thus contributing to larger market penetration of products for enterprises.
Ever since our inception in 2014, we have served more than one hundred fast moving consumer goods companies including tobacco, liquor, red wine, tea, food and beverages, among which there are listed companies and nationally renowned brands, as well as many local SMEs and regional specialties. In this connection, We are highly acclaimed for our expertise and fervor and we’ve also won multiple design awards at home and abroad along the way.
Our company endeavors to discover and characterize cultural origins, therefore, to enhance our brand value. In this regard, we aim to create more domestic brands, making charm with Chinese characteristics woven into the cultural fabric by cultural recognition and visual techniques.
