DIY Branding Interactive Gift Box — Fenjiu Cultural & Creative Stamp Design

Design Intent

Through the form of roller stamps, the history and culture of Fenjiu is integrated into cultural and creative peripheral products. This allows consumers to gain a deeper understanding and appreciation of the unique charm of Shanxi Fenjiu during the DIY process. At the same time, an interactive gift box format is introduced, enabling consumers to participate in the process of creating the stamps themselves, thereby enhancing the product's fun and interactivity.

Creative Concept

The stamp design draws inspiration from a traditional pointed-bottom liquor vessel found in Xinghuacun village. Centered on the Chinese character 汾 (Fen), it integrates Fenjiu cultural symbols—such as liquor aroma, birds, mountain paths, and grains—alongside Shanxi's folk elements like the apricot blossom. Blending modern and traditional styles, the design is interactive, personalized, and versatile, applicable to items like postcards and bookmarks, encouraging user creativity and engagement.

Market Background

The demand for peripheral cultural and creative products is continuously increasing, and the Fenjiu brand is well known and highly regarded both domestically and internationally. This DIY roller stamp interactive gift box is designed to satisfy consumer needs for cultural creativity, while also serving as a powerful medium for promoting the Fenjiu brand. The product holds considerable collectible and artistic value, and has broad application potential in cultural tourism, cultural promotion, and other related fields, meeting the aesthetic preferences of younger, educated demographics.

Extended Design

The extended design builds on the brand tone of Fenjiu, further enriching its cultural narrative through creative peripheral products. By incorporating elements of Fenjiu's identity into versatile cultural merchandise, the design enhances brand recognition and emotional connection, offering consumers a more immersive and culturally resonant brand experience.

This work was awarded the Silver Prize in the 2023 Qinghua Fenjiu Cup Advertising Creative Competition.

Sincere thanks to Associate Professor Zhang Honghai and Associate Professor Dong Hongyu for their invaluable guidance on the project.