- 2022 Pioneer Prize
- From Package Design
XIJIU-Loong vein ancient capital Liquor
Projet Description
China is one of the four ancient civilizations in the world. It has experienced many historical dynasties and also has many famous historical and cultural cities.This series of products is specially designed to promote Chinese history and culture.This design selects the four most historical and cultural cities in China as the theme.They are Beijing, Nanjing, Xi’an, Luoyang,They are the most cities chosen as capitals by various dynasties in China.
The packaging box is a pull-out wooden box, with red as the main color,After opening the middle gusset and metal lock,The box lids on the left and right sides can be pulled and rotated to form the form of an ancient palace.The box lids on the left and right sides are each inlaid with 81 golden round nails, symbolizing the gate of the ancient palace.The black inner box has the outline of the palace on the front, and is decorated with golden lines to reflect the image of the ancient palace.
The bottle is a square ceramic bottle,Below the bottle is a golden decoration in the shape of an ancient Chinese city wall, and above the city wall is an ancient palace outlined by golden lines.Inside the city walls, the seal script characters represent the dynasty in which each city was chosen as its capital.The city flowers and iconic ancient buildings of each city are formed into a complete pattern by color pictures and gold threads.These patterns are placed on the back of the four different coloured bottles, highlighting the different characteristics of each city.The side of the bottle has a loong（Chinese dragon） pattern and relief.The bottle cap adopts the shape of an ancient palace,and the shoulder of the bottle adopts the shape of the eaves of the palace.The perfect combination of the bottle and the golden cap resembles an ancient palace.
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.
