Type of applicant company

品牌方

Country

中国

Company Website

https://www.hi009.com

Images

Brand of the Product

009

Designer Name

009 Design Center

Position of Designer

N/A

Target Consumer

The 'New Knowledge' demographic in China predominantly consists of professionals engaged in industries such as technology, IT, law, finance, culture, arts, medicine, education, training, government affairs, and media.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

Oracle bone script originated in the late period of the Shang Dynasty, coinciding with the birth of Ling Jiu. The cultural resonance between them has long foretold a reunion 3000 years later, adding fervor to the wave of "inheritance and revival" in Chinese culture!
The brand-new upgraded packaging of 009 revolves around the core element of "oracle bone script," with the box featuring "Ling, Emperor, Zhou, Jin" at its center. Surrounding these are symbols representing the spiritual essence of heaven and earth: "Heaven, Earth, Sun, Moon," the forces of nature: "Cloud, Mountain, Rain, Lake," and symbols denoting a sense of nobility: "Emperor, Palace, King, Consort." These oracle bone script symbols narrate the millennia-old history of 009's tribute liquor.
The bottle design portrays nine bamboo slips rotating and rising, symbolizing the vigorous growth of bamboo, breaking through rocks. This conveys the idea of the continuous and unending vitality of Chinese culture. The fresh design language blends with a rustic human touch, making 009 resemble a condensed scroll of 5,000 years of Chinese wisdom, leading in cultural heritage and fostering cultural confidence.

Highlights

The packaging design of 009 Ling Jiu (Oracle Bone Script) employs a color scheme of Oriental white and flowing gold, seamlessly combining cultural attributes with an aesthetic appeal. Through the use of traditional Chinese aesthetic colors and cultural symbols spanning 3000 years, along with multiple elements of ancient Chinese design, 009 creates a distinguished sense of sophistication. This design not only highlights 009 as a precious treasure of Hunan culture but also showcases its commitment to preserving and innovating Chinese traditional culture.
The bottle's form takes the shape of nine rotating bamboo slips, complemented by a frosted glass texture, embodying the elegance of Neo-Chinese aesthetics. This design allows consumers to perceive the high-end quality of the product's shape and material at a glance. Holding the bottle in hand feels like grasping not just a liquor bottle but also a synthesis and continuation of 3000 years of Chinese civilization history.

Market Performance

N/A

Material（For concept works, please choose the material you plan to use）

其他 玻璃

Craft

The outer packaging of 009 Ling Jiu features a combination of gold-foiled oracle bone script and a special white-textured paper, conveying the historical essence of the product in a concise and straightforward manner. The bottle is crafted from high-transparency, high-density, and high-refractive-index crystal-clear glass, creating a premium feel. The surface undergoes an acid-etched frosted process, resulting in a delicate touch and a visual and tactile sensation reminiscent of warm, jade-like texture.

What functional designs of the work have enhanced the user experience?

By incorporating oracle bone script into its packaging, 009 Ling Jiu establishes a connection between history and the present, allowing consumers to grasp a tangible link between the two. This design aims to encourage consumers to explore and understand Chinese history, sparking interest in oracle bone script that naturally evolves into curiosity, exploration, and appreciation for the craftsmanship, history, and culture embodied in 009 Ling Jiu.