The work aims to analyze the packaging design of different product lines in the liquor packaging design of "Swellfun", to clarify the key role of packaging for brand growth and provide guideline for other brands to explore the differentiation path and to provide unique packaging creativity. The innovation of packaging materials, the transmission of marketing concepts and the linkage of cross-border thinking of "Swellfun" were studied and the construction path of packaging design for brand value promotion was analyzed from multiple perspectives. In the application of crystal bottles and the manifestation of traditional culture, the packaging design of "Swellfun" liquor successfully established its exemplary image in the liquor industry. The innovation of materials and processes led a new trend in design. The scientific positioning of the packaging strengthened the brand's marketing concept, and the cross-border collaboration effectively enhanced the brand value. In conclusion, although Swellfun lost its way during the golden decade of liquor development, after the industry rebounded, it focused on creating high-end core single products such as Jingtai, Collection, Zhenbrew No.8, and made great achievements in commercialization and integration through the unique "Jingtai" symbol and other related elements of packaging design, as well as cross-border linkages and integration with intangible cultural heritages, sports events and other high-end brands, which can provide reference and for other brands.
Key words
Swellfun /
liquor brand /
packaging design
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