Xin Fen Ji Liquor is an innovative packaging design concept that reimagines traditional Chinese liquor presentation through a contemporary lens, featuring a distinctive capsule-shaped container that serves both functional and metaphorical purposes. Created by designer Wang Qi-Jun in collaboration with Yi Xing and Li Zhe-Ying, this 480ml glass bottle design represents a significant departure from conventional liquor packaging, incorporating elements of pharmaceutical design to create a meaningful parallel between medicinal healing and the social-emotional benefits of moderate alcohol consumption. The design employs sophisticated production techniques, combining EVA material with electroplated cardboard for the outer packaging, while the bottle itself features a specialized tactile paint coating that enhances grip and sensory appeal. The aesthetic approach integrates an ancient technique called mayacha to create layered visual elements that symbolize various states of inebriation, while the bottle's capsule form factor serves as both a practical storage solution and a conceptual bridge between therapeutic relief and social enjoyment. This innovative packaging design, which earned the Silver A' Design Award in the Packaging Design category, successfully appeals to younger demographics by incorporating contemporary graphic elements while maintaining a connection to traditional Chinese liquor culture. The design's unique approach to addressing the dual nature of alcohol consumption - as both a social stimulant and a personal comfort - is reflected in its thoughtful integration of form and function, demonstrating how packaging design can effectively communicate complex cultural and social messages while maintaining practical utility.
Chinese liquor packaging, contemporary design innovation, capsule-shaped container, therapeutic design concept, tactile surface treatment, youth-oriented spirits packaging
CITATION : "Adam Dawson. 'Xin Fen Ji Liquor.' Design+Encyclopedia. https://design-encyclopedia.com/?E=438801 (Accessed on June 28, 2025)"
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