The Drum of Heaven and Earth

Packaging for Shanxi Fenyangwang Wine Industry Co., Ltd.

The packaging pays homage to historical figures and artistic works, which cleverly integrates a series of cultural elements with modern design techniques, aiming to evoke love for and thinking of traditional culture. The packaging with rich cultural significance and high emotional value improves emotional connection between consumers and the product, and offers them an enhanced interactive experience when they taste the liquor.

Download Press Kit № 154724

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The Drum of Heaven and Earth by Chengdu Fenggu Muchuang

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Packaging by Chengdu Fenggu Muchuang

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Chengdu Fenggu Muchuang The Drum of Heaven and Earth

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Chengdu Fenggu Muchuang Packaging

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Chengdu Fenggu Muchuang Design Team Photo

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Shanxi Fenyangwang Wine Industry Co Ltd Brand Logo

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Unique Properties

The jar packaging for the 25kg Baijiu, drawing inspiration from war drums used by Fenyang Lord Guo Ziyi, incorporates elements such as drumsticks, dragons, and Pixius to highlight the warrior spirit and combat prowess. It serves as both a commemorative liquor for the Year of the Dragon and a collectible art piece. The calligraphy of Yan Zhenqing imbues the product with more profound cultural significance and emotional value.

Tags

Qing flavor Chinese Baijiu packaging, war drums used by Guo Ziyi, Chinese auspicious beasts including dragons and Pixius, Guojia Miao Stele by Yan Zhenqing, culturalandcreative liquor

Production Technology

Quality materials, paired with techniques like gilding and embossing, ensure a good texture and rich visual effects. Thanks to the perfect combination of exquisite craftsmanship and design concept, the packaging exudes dignity and elegance in visual and tactile ways.

Design Challenge

The challenge was how to make the product unique. By adopting the war drum used by the historical figure General Guo Ziyi and the calligraphic work of Yan Zhenqing as the design themes, the packaging merges military prowess with cultural significance, which imbues the product with uniqueness. In this way, the product provides more emotional value for consumers, further deepening their sense of identification with the brand.

Project Duration

This product was designed by the end of 2023 in Chengdu, and launched in January 2024 in China.

Operation Flow

The substantial body resembles a war drum, enhancing the visual connection with the inspiration. The embossed dragon and calligraphy boast an attractive 3D effect, which provides consumers with tactile pleasure, contributing to an interesting interactive experience. Additionally, the drumsticks on both sides can be utilized as containers, allowing users to share the product with friends for liquor appreciation.

Research

The design team meticulously considered various design elements to ensure that the packaging accurately conveys its spiritual essence. An ancient war drum as the primary visual element, accompanied by the design of drumsticks, highlights the heroic power of valor and passion. Dragons and Pixius, common auspicious beasts in Chinese traditional culture, symbolize authority and mystical power. They appear in 3D form, and work together with the war drum to create a magnificent visual effect.

Inspiration

Guo Ziyi, a renowned military leader of the Tang Dynasty, made significant contributions during An Lushan Rebellion and was repeatedly honored by the court. The war drum symbolizes his military prowess, while Guojia Miao Stele by Yan Zhenqing reflects admiration and respect for Guo Ziyi. The packaging, inspired by heroic Fenyang Lord Guo Ziyi on the battlefield and the calligraphic work by Yan Zhenqing, aims to convey the reverence for historical heroes and love for Chinese traditional culture.

Project Overview

The Drum of Heaven and Earth Packaging has been a Iron winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Image Credits

For design images and photos please credit Chengdu Fenggu Muchuang.

Iron Recognition

Chengdu Fenggu Muchuang was recognized with the coveted Iron A' Design Award in 2024, a testament to excellence of their work The Drum of Heaven and Earth Packaging.

Chengdu Fenggu Muchuang Newsroom

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