Lingfan Dele Liquor is an innovative alcoholic beverage packaging design that masterfully integrates traditional Huxiang culture with contemporary Chinese decorative painting aesthetics. This distinctive liquor packaging, designed by Qi-Jun Wang and team in Changsha during December 2019, represents a significant departure from conventional spirits packaging through its unique structural and visual elements. The design features a revolutionary bottle structure with a concave-convex configuration that connects the bottom to the mouth, offering practical advantages in transportation, display, and environmental sustainability. With dimensions of 8cm × 8cm × 10cm and a capacity of 100ml, the packaging incorporates vibrant illustrations depicting iconic elements of Changsha's cultural heritage, including Huagu opera, Xiangxiu patterns, and traditional Xiangyun motifs, rendered in a contemporary pop art style. The design philosophy emphasizes youth appeal while respecting local traditions, effectively bridging classical and modern aesthetic sensibilities. The packaging's innovative approach earned recognition with an Iron A' Design Award in the Packaging Design category, acknowledging its contribution to advancing packaging design standards through its combination of functional efficiency and cultural storytelling. The design's visual narrative celebrates Changsha's rich cultural heritage and high happiness index, presenting traditional folk elements in a refreshingly modern, humorous manner that resonates with younger consumers while maintaining cultural authenticity. The project demonstrates exceptional attention to cost-effectiveness in production while achieving sophisticated brand communication and visual impact.
packaging design, cultural heritage, innovative bottle structure, Chinese decorative art, spirits packaging, contemporary liquor design
CITATION : "Adam Dawson. 'Lingfan Dele Liquor.' Design+Encyclopedia. https://design-encyclopedia.com/?E=437482 (Accessed on June 07, 2025)"
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