Gold Packaging Design · 2023
Shguijiu Dian Baijiu Packaging
by Liang Chen
- A' Design Award 2023 Gold Winner in Packaging Design
- Awarded April 15, 2023
- CLIENT: Shanghai Guijiu Group Co., Limited.
- Estimated Number of Design Views: 44,077
- Verification code 3A246B9131 · Verify this award
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.
This remarkable presentation of Shguijiu Dian Baijiu Packaging by SHANGHAI GUIJIU CO., LTD. represents a distinguished achievement in contemporary spirits packaging design, demonstrating how traditional cultural elements may be reinterpreted through contemporary formal languages while maintaining ceremonial gravitas appropriate to premium celebratory beverages. The outer carton suggests the flowing movement of silk ribbons or perhaps calligraphic brushstrokes frozen in three-dimensional form, its surfaces catching light in ways that transform a static container into something approaching kinetic sculpture, the matte metallic finish providing sophisticated restraint while the dimensional ribbon forms create visual interest rewarding extended contemplation. The bottle itself emerges as the centerpiece achievement, its spiraling vertical striations creating a form that seems simultaneously ancient and futuristic, perhaps evoking traditional ceramic vessel aesthetics filtered through parametric design software capabilities, the polished chrome surface transforming the container into a reflective sculpture that changes appearance with viewing angle and ambient lighting conditions. The integration of calligraphic characters with contemporary Latin typography suggests a design philosophy honoring heritage while embracing global communication, the embossed treatment providing tactile dimension while maintaining visual subtlety. The monochromatic silver palette throughout both elements creates unified brand identity while the textural contrast between brushed and polished surfaces provides visual variety within harmonic restraint. One might observe how the spiral form suggests both the distillation process itself, with its ascending transformation of materials, and the celebratory occasions for which such beverages are intended, movement and ascension encoded in static form. The viewer is invited to consider how contemporary design tools enable new formal expressions while traditional cultural values continue to shape aesthetic choices across generations.
Press Kit
- 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.
- 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.
- 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.
- Image Credits
- Creative Director: Chen Liang