Shguijiu Dian Baijiu Packaging by Liang Chen is a highly esteemed winner of the very prestigious 2023 Golden A' Design Award in Packaging Design Competition Category.
GoldPackaging· 2023
Shguijiu Dian Baijiu Packaging
by Liang Chen
Client: Shanghai Guijiu Group Co., Limited.
Golden A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #142667The Design
About Shguijiu Dian Baijiu Packaging
Shguijiu Dian is a packaging design for a high-end gift Baijiu from Shanghai. The form is inspired by Shanghai Tower, the tallest building in China. The crystal bottle and the mirror-like metal cap read as one shape, with spiraling curves and an asymmetric profile. The outer box is silver plated and cylindrical, with an irregular curved surface. The outer box measures 110 mm in diameter and 330 mm in height, and the bottle measures 80 mm in diameter and 300 mm in height. Both parts can be kept and displayed, which reduces waste.
The Recognition
About the Golden A' Design Award
Shguijiu Dian Baijiu Packaging is a Golden A' Design Award winner, an immensely prestigious recognition granted to first-rate, marvelous, and outstanding designs. Golden winners are exceedingly innovative, visionary, and glamorously dazzling creations that reflect the prodigy, wisdom, and prowess of their designers. Shguijiu Dian Baijiu Packaging is expected to be a highly praised, trendsetting, and monumental invention that delivers unprecedented value. This Golden A' Design Award-winning design is a spectacular, respected project that highly benefits and advances the boundaries of art, science, design, and technology. Shguijiu Dian Baijiu Packaging creates intense feelings of desire, evokes passion, encourages creativity, and fascinates us.
Where to Get It
Premium Jiang-Flavor Baijiu Collection
We craft exceptional jiang-flavor baijiu using a 16-generation recipe and traditional 12987 brewing process. Our premium collection features pure grain spirits from Maotai Town, combining heritage craftsmanship with modern innovation. Experience award-winning quality that represents Shanghai's spirit of excellence.
Explore CollectionBehind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- As a high-end gift Baijiu representing Shanghai in a theme of opening up the future, the creative design is enlightened by Shanghai Tower, the highest building in China and the third in the world, which reflects the international urban style and an urban spirit that transcends the future in both recognition and influence. The cross-domain and futuristic architectural aesthetics is applied on the appearance design, which is a boldly try and innovation in the traditional Chinese Baijiu industry, and could motivate more young people to come and try, highlighting its creative theme of the future.
- Dimensions & Packaging
- Outer box: diameter 110mm * height 330mm Bottle: diameter 80mm* height 300mm
- Tags
- Shanghai Tower, Chinese Baijiu, Packaging Design, Open up the future Limited edition,High-end Baijiu
- Production Technology
- It looks like an indivisible one while the crystal bottle matched with mirror-like metal cap, which featured in spiraling curves and asymmetric shape, full of a sense of future with infinite possibilities. It is also a product with the sense of hi-tech and art while the silver-plated packing box is designed in cylindrical shape with irregular curved surface which would produce undulating changes.
- Design Challenge
- The most difficult part is the facade of the packing. The senses of urban spirit, product positioning and the high-end gift are required to present in one product at the same time. The significant differences from the existing similar products are asked in bottle, packing box, material and process, as a result, it is a huge challenge and attempt in production.
- Research
- A landmark is often regarded as the symbol of a city or even the country. The product would be more approachable when it designed as the most famous and most influential building in Shanghai, which could promote the spread of brand and urban culture and reflect its positioning of internationalization and future development. At the first half of 2022, Shanghai was deeply suffered from COVID-19 and this product expressed the confidence in overcoming the epidemic and hope for a better future.
- Inspiration
- A landmark is often regarded as the symbol of a city or even the country, which could convey a stronger cultural value and spiritual belief. The creative design sources from Shanghai Tower, the highest building in China and the third one in the world, and also the symbol of Shanghai because of its extremely modern and futuristic shape with infinite possibilities.
- Project Duration
- The project began in Shanghai in September 2021 and the design will be completed in Shanghai in November 2021.
- Operation Flow
- Combination of the urban landmark building with product would naturally arouse the attention and emotional resonance of users, which could better integrate urban culture, sketch landscape, art exhibitions, commemorative activities and tourism visits to get wider dissemination and promotion. Both the outer box and the bottle could be displayed and presented as art and collection exhibits, reducing the discard and waste of materials.
- Team Members
- Creative Director: Chen Liang
Chief Designer: Chen Liang
3D Scene Rendering: Song Liu - Image Credits
- Creative Director: Chen Liang
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