Guijiu 20 Baijiu Packaging by Liandong Zhang and Xueqian Zhang |
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| DESIGN NAME: Guijiu 20 PRIMARY FUNCTION: Baijiu Packaging INSPIRATION: Motivated by the unique human spirit and natural landscape of Guizhou, China. Through refining the traditional patterns and natural symbols of local ethnic minorities. It creates a baijiu product with brand characteristics and deep integration of local culture. It adopts the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics clearly. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Adopting the bottle shape of heaven round and earth square, it creates a unique visual identity. The combination of the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics, and highlights the brand's quality connotation of nobility, scarcity and excellence. The bottle pattern adopts the traditional patterns of local ethnic minorities, which not only shows the modern design aesthetics, but also conveys the deep humanistic emotions. OPERATION / FLOW / INTERACTION: Helping consumers find the ideal product was the key challenge in this project. The unique square shape of the bottle gives consumers a sense of grip that is unlike any other product of its kind, while the distinctive color and shape also make it easy for consumers to identify and pick up the product. PROJECT DURATION AND LOCATION: The project launched in February 2021 and release to market in June 2024 FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Combined with traditional totems and modern craftsmanship, it reflects a dual pursuit of quality and culture by the brand. The bottle is made of high-transparency glass with a metallic cap, highlighting the high-end texture. The pattern of the bottle is composed of butterflies, phoenixes, birds, fish and other auspicious totems, which are shown in three-dimensional relief, symbolizing good luck and prosperity, and a year's supply of surplus. The label design integrates Guizhou's national landscape culture, with multi-colored blocks to show the regional characteristics, and integrates the brand's genes to convey the unique positioning of soft jiang-flavour. The square and round shape of the bottle symbolizes harmony and perfection, while the annual ring element highlights the sense of vintage, reinforcing the value attributes of the product as an aged liquor. SPECIFICATIONS / TECHNICAL PROPERTIES: box：140*110*275mm bottle：115*62*223m TAGS: Soft Jiang-flavour Chinese spirits, Real vintage, Guijiu 20 RESEARCH ABSTRACT: In the Chinese baijiu market, jiang-flavour Chinese spirits products usually adopt cylinder-shaped bottles and brown color tones for market acceptance. The question is how to break the prejudice against traditional products and better convey the region and folk culture of the region. CHALLENGE: The first challenge is that the similar products of this brand choose traditional shape of cylindrical bottles for older products, which has become a representative in consumers' mind, and blue is also a color rarely used for similar liquor products, so it is a challenge to establish a new product image against the traditional market and consumer cognition. The second challenge is the use of the bottle material, through a breakthrough technology of surface treatment to make the glass bottle with ceramic noble texture, and greatly reduces the cost of the bottle. ADDED DATE: 2025-02-28 03:37:00 TEAM MEMBERS (5) : Liandong Zhang, Xueqian Zhang, Ru Li, Dongyan Ruan and Yunlei Zhou IMAGE CREDITS: Guizhou Guijiu Group Co., Ltd |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Guizhou Guijiu Group Co., Ltd PROFILE: Guizhou Guijiu Group Co., Ltd. is one of the important brewing enterprises in Guizhou province. To develop the traditional industry and brew better quality liquor, the government of Guiyang municipality integrated more than one hundred breweries in Guiyang city in 1950 and set up the state-run Guiyang distillery, taking the advantages of others and brewing quality liquor.The company covers an area of more than 1,000 acres, with total assets of 3.264 billion yuan, more than 1,200 employees, 7,000 tons of high-quality sauce-flavored spirits and 28,000 tons of liquor storage capacity per year. Qianchun liquor was awarded the silver medal of National Quality Liquor in 1989. Between 1979 and 1989, the three major brands of Guizhou baijiu won 36 domestic and international medals, making it one of the most awarded breweries in Guizhou. |
| AWARD DETAILS | |
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Guijiu 20 Baijiu Packaging by Liandong Zhang and Xueqian Zhang is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Liandong Zhang and Xueqian Zhang for design Guijiu 20 here.· Press Members: Login or Register to request an exclusive interview with Liandong Zhang and Xueqian Zhang. · Click here to view the profile and other works by Liandong Zhang and Xueqian Zhang. |
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