Wen Liu · CLIENT: Shenzhen Oracle Creative Design Co., Ltd
Fenjiu Jujiang Lingqiong is a packaging design for a Chinese baijiu spirit. The mountain shaped outer cover recalls the Luliang Mountains, the birthplace of the brand, and can be lifted to reach the bottle inside. The bottle has a small mouth and a pointed base, a form used in Chinese baijiu making about six thousand years ago. The bottle is shaped by hand in ceramic and finished with a gemstone glaze. The outer packaging uses platinum crystal and high temperature metal coloring. The sculptural form allows viewing from all sides.
Press Kit
- Unique Properties
- This baijiu resembles a stationary sculpture, its artistic beauty evoking a sense of preserved time. Beneath the brown, mountain-shaped bottle, a mysterious object floats in suspension, as if awaiting discovery. The patterns and characters on the packaging carry echoes of ancient civilization, silently narrating the origins of Chinese writing.
- Dimensions & Packaging
- 200mmx210mmx480mm
- Tags
- Premium Baijiu, Cultural Tracing, Cultural Export, Integration of Commerce and Art
- Production Technology
- The exterior packaging utilizes platinum crystal and high-temperature metal coloring oxidation techniques, achieving an exceptional texture. The bottle features a pointed-bottom shape crafted through ancient methods of handmade ceramics, adorned with a rare gemstone glaze. Together, they complement each other, vividly showcasing the ultimate craftsmanship and artisan spirit of Chinese ceramics.
- Design Challenge
- During the initial prototyping phase, the product faced significant challenges. The core difficulty lay in the historically unstable firing process for the pointed-bottom bottle, an issue long known for its extremely low yield that has consistently challenged the industry. Through dozens of systematic refinements to the production process, the team ultimately achieved a successful firing.
- Project Duration
- March 2024, Shenzhen, China
- Operation Flow
- The product display features a sculptural design, allowing 360-degree viewing from all angles. The mountain-shaped top cover can be easily lifted to access the product inside.
- Research
- Through on-site research, a detailed market report was compiled based on insights gathered from over 300 consumers and key distributors.
- Inspiration
- The design draws inspiration from Fenjiu's birthplace, the Lüliang Mountains, symbolizing its deep connection with nature and honoring centuries of brewing mastery. The bottle's form echoes the 6,000-year-old "small-mouthed, pointed-bottom amphora" from the Yangshao period—one of the earliest known vessels used in Chinese baijiu making—reflecting the rich cultural legacy of this traditional spirit.
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