Baijiu Brand
真工[Concept]The bespoke typeface designed for Zhen Gong Baijiu draws its origin from the characters “Zhen” and “Gong” found in Yan Zhenqing’s Duobao Pagoda Stele. Rather than simply replicating the calligraphic forms, the design focuses on extracting the underlying structural “musculature” of the strokes—the restrained yet powerful inner force that supports the overall presence and gravity of the script.

Building on this foundation, the typeface reinterprets the strokes through a modern writing logic and structural order. Decorative elements are reduced, while strength and stability are emphasized, allowing the letterforms to retain the monumental spirit of the stele while achieving the clarity and legibility required of a contemporary brand. The sense of uprightness, resolve, and moral firmness embodied in Yan Zhenqing’s calligraphy is translated into a rational, disciplined visual language.

This modern typeface, rooted in the spirit of traditional calligraphy, is not merely a formal update but a statement of values: a commitment to authenticity, respect for craftsmanship, and reverence for time and experience. Through each stroke and structure, the typeface becomes a visible carrier of Zhen Gong Baijiu’s brand ethos, expressing a grounded, sincere character built on integrity and enduring quality.
为真工白酒所设计的专属字体，源头取自颜真卿《多宝塔碑》中“真”与“工”二字。我们并未停留在对书法形态的复刻，而是深入提炼其笔画中所蕴含的“筋骨”结构——那种内敛而强劲、由内而外支撑起整体气势的力量感。

在此基础上，设计以更现代的书写逻辑与结构秩序重新演绎笔触关系，削弱装饰性，强化力量与稳定性，使字体在保留碑帖厚重精神的同时，具备当代品牌所需的清晰度与识别性。颜真卿书法中所体现的正大、笃定与不妥协的气质，被转译为一种理性而克制的视觉语言。

这种由传统书法精神延伸出的现代字体，不只是形式上的更新，更是一种价值观的表达：对真实的坚持，对工艺的尊重，对时间与经验的敬畏。字体成为真工白酒品牌精神的可见载体，在一笔一画之间，传达出其求真务实、厚积而发的内在品格。
[Client Partner]
Zhen Gong Baijiu Company

[Year]
2024

[Industry]

Consumer brands

[Creative Director]
AJ Zhou

[Designer]
AJ Zhou

[Service]

Brand Identity
Typefaces

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