Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala by Zhu Hai and Fang Jian

Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala by Zhu Hai and Fang Jian is a highly esteemed winner of the very prestigious 2022 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2022

Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala

by Zhu Hai and Fang Jian

Client: Zhu Hai, Fang Jian

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala

Mongolo oa Buka: Xiaofengtan ke sepakete sa joala la boleng bo phahameng la Sechaena. Sebopeho sa lebotlolo se tsoa ho lifiyola tsa letsopa tse neng li sebelisoa mokhoeng oa Sechaena bakeng sa ho boloka joala, tse boetseng sebopeho se bonolo se lumellanang le tlhaho ea kajeno. 'Mele o kolokileng oa lebotlolo o lumellana le seatla, e leng se etsang hore lebotlolo le be bonolo ho ts'oaroa le ho thibela ho selepa. Sekoahelo sa 'mala oa kgauta se na le mela e otlolohileng e phahamileng, e bulehang habonolo. Matheba a 'mala oa kgauta a etsa moetso holim'a lebotlolo le lebokoseng le nyenyane la sekhutlo-tsheela, le lekanngoang ka 130 ho isa 130 ho isa 135 mm. Lebokose le entsoe ka pampiri e bolang habonolo, 'me boholo bo fokolisitsoeng bo fokotsa ts'ebeliso ea thepa.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Xiaofengtan Liquor Ts'ebetso ea Mantlha: Sepakete sa Joala e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: SANVINGA Xiaofengtan is a high-end Jiang-flavored liquor, whose body derives from the ceramic liquor jar commonly used by the Chinese. It impresses with a compact cube packaging, which, together with the bottle body, is decorated by texture formed by golden dots, echoing with each other, while the main color, orange, provides a strong sense of integrity and association.
Dimensions & Packaging: 130mm x130mm x135mm
Tags: Reshape ceramic liquor jar, orange color, compact cube packaging, innovative appearance, resource-saving design.
Production Technology: By optimizing the bottle body and packaging, its size has been greatly reduced. Furthermore, the compact cube packaging is made of degradable paper which reduces consumables and costs, and implements the concept of sustainable development. In addition, its personalized proportion is innovative among the posh yet lackluster traditional liquor packaging.
Design Challenge: Being influenced by traditional ideology, the packaging of liquor is monotonous and homogeneous. How to break from this ideology is the challenge confronted by Xiaofengtan before it was designed. Inspired by ceramic liquor jars, it is groundbreaking because of its innovative packaging. The Chinese liquor culture contained in it has drawn attention of the society to traditional culture, thus inheriting and then carrying forward Chinese liquor culture.
Research: Liquor, for the Chinese, more than the taste, also means a kind of inheritance of the liquor culture of China. According to the study, liquor consumers commonly pursue high-end, personalized and quality liquor, while the traditional liquor cannot fully cater for their aesthetics and tastes. The brand-new packaging design of Xiaofengtan aims to blend traditional Chinese liquor culture on this base, which has showcased its confidence in Chinese culture.
Inspiration: Its body is derived from ceramic liquor jars commonly used for liquor storage by the Chinese, and has been reshaped in a simplistic style to make it different from spherical jars and more in line with the aesthetics of modern people. The name, Xiaofengtan, originates from Fengtan, a unique traditional Chinese liquor storage technology. What is contained in the jar is liquor, but what is carried on is the culture. It also symbolizes the indispensable sense of ceremony in Chinese wine culture.
Project Duration: Developed in Chengdu, China in February 2020 and unveiled in Guizhou, China in August 2020.
Operation Flow: The rounded bottle body is designed in line with ergonomics and can perfectly fit the shape of the palm of users , which is convenient for pickup and also prevents slip. The golden cap with vertical corrugated lines opens easily.
Team Members: Hai Zhu
Jian Fang