Fenyang Lord - Shanxi Merchant Piaohao Liquor

Shanxi merchants and Piaohao(money exchange shops) respectively represent the business elite and the financial system in Chinese history. The design team incorporated the aforementioned two elements into the packaging of Fenyang Lord, which is the foremost Chinese liquor brand in Shanxi. The objective was to imbue it with rich storytelling, showcasing the deep historical significance and traditional values of Fenyang Lord - Shanxi Merchant Piaohao Liquor. This was done to create a cultural journey that highlights the unique craftsmanship involved in the production of the liquor.
The packaging comprises two components: the outer box and the bottle. Drawing inspiration from Shanxi merchant culture and Piaohao, the unique retro design language gives it a competitive edge in the market. As a historically reputable financing institution, the Piaohao represented power, wealth and status. The corresponding is, in ancient society, Shanxi merchants were recognised as business elites for their wisdom and integrity. The Fenyang Lord design aims to showcase the brand's qualities of good quality, high reputation, and exquisite craftsmanship, positioning it as a high-end liquor. Meanwhile, this type of packaging can pique the interest of consumers familiar with the history of Shanxi merchants and Piaohao, establishing a cultural and emotional connection with them. In summary, the packaging not only reflects the brand's heritage and promotion of traditional culture, but also embodies the entrepreneurial, communal, and professional spirit of the Piaohao culture.