Silver Packaging Design · 2021
Jincaitou Baijiu Packaging
by Yiyang Liu
- A' Design Award 2021 Silver Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Gui Brewery Co., Ltd.
- Estimated Number of Design Views: 24,635
- Verification code DB8F0DDC0B · Verify this award
About Jincaitou Baijiu Packaging
Jincaitou is a packaging design for a series of Chinese baijiu spirits. The cap is made from food grade material, and its pattern combines modern decal printing with traditional enamel techniques. The front of the package shows a dancing lion, a jade ruyi and a magpie, three motifs linked to good fortune in Chinese culture. The back shows painted scenes of the liquor making process, from feeding and cooking to fermentation and distilling. The package measures 105 by 105 by 260 millimetres and uses modern production methods that keep costs low.
Press Kit
- Unique Properties
- The package design of Jincaitou series highlights the quality of liquor itself. The colored painting on the surface shows dancing lion, jade ruyi and magpie, which represent good omens in Chinese culture. This design helps reduce cost, touch and satisfy the working class who are interested in Baijiu in terms of the quality and cost-efficiency.
- Dimensions & Packaging
- Width 105mm x Depth 105mm x Height 260mm
- Tags
- Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, Jade Ruyi
- Production Technology
- 1. The cap is made from food grade material, which guarantees safe drinking.
2. The pattern on the cap integrates modern decal and ancient enamel techniques. While the packaging box applies leading techniques in modern packaging industry, which vividly shows the design content; on one hand, it allows high efficiency and low cost under modern large-scale production. On the other hand, it satisfies individual requirements on quality and gift sending artistic for customers. - Design Challenge
- The porcelain jar of Jincaitou is hand-made under several process. The firing process is quite strict. A slight flaw will make the jar discarded, with a rejection rate as high as 40%.
- Project Duration
- This project started in Shanghai in July 2020 and will be finished in March 2021 and put on sale in Shanghai in the same month.
- Operation Flow
- Shown on the observe side of JinCaiTou package are dancing lion which helps drive out evil spirits, jade Ruyi which represents fortune and security and magpie that symbolizes a good omen. The three traditional elements symbolizing happiness and auspiciousness echo the theme. While at the back side, the colored painting vividly shows the liquor-making techniques of Guijiu Group, from feeding, cooking to fermentation and distilling, each of which is quite clear.
- Research
- According to pre-project research, with the development of production process, Baijiu which was featured by scarce production capacity and high price in the past, has gradually become cheaper. It began to appear in the wine-cabinet and dining table of well-off families; and the working class who gets pay rise annually begins to pursue life quality. Hence, a cost-efficient and classy Baijiu will definitely become popular in the market.
- Inspiration
- In Chinese Baijiu culture, instead of pure material enjoyment, Baijiu carries more spiritual significance. It witnesses the most important moments in the life of someone, such as wedding, one-month-old birthday party, festival gifts and banquet. Hence, the designer wants to entitle happiness and auspiciousness to the package, which conforms to the custom of seeking for a good omen when celebration festivals and important moments in Chinese culture.