Zhang Gong Lao Jiu Envàs de licor by Wen Liu

Zhang Gong Lao Jiu Envàs de licor by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award d'Argent in Disseny d'Embalatge Competition Category.

ArgentEmbalatge· 2026

Zhang Gong Lao Jiu Envàs de licor

by Wen Liu

Client: Shenzhen Oracle Creative Design Co.,Ltd.

A' Design Award d'Argent Winner in Embalatge Category

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Verified Award Winner
Verify Award Status for #173416

View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhang Gong Lao Jiu Envàs de licor

Zhang Gong Lao Jiu és un disseny d'envàs per a un baijiu xinès envellit. L'ampolla està feta de terracota rugosa amb detalls en relleu, i la forma evoca les deformacions accidentals de la ceràmica modelada en un torn de terrissaire. La superfície rugosa confereix a l'ampolla una forta qualitat tàctil. El tap està fet de plàstic amb un acabat que simula la veta de la fusta i compleix estrictes estàndards de segellat. La caixa exterior combina suro natural d'alzina surera amb metall, aportant aïllament tèrmic i absorció d'impactes per a un transport segur. El disseny està centrat en el tacte.

The Recognition

About the A' Design Award d'Argent

Zhang Gong Lao Jiu Envàs de licor és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Zhang Gong Lao Jiu Envàs de licor sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Zhang Gong Lao Jiu Envàs de licor és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: With a legacy spanning 4,000 years of brewing craftsmanship, the brand stands as an iconic classic in the history of Chinese baijiu. As the pioneer of "low-alcohol baijiu," it innovated with the "locust blossom fermentation" technique during the brewing process, endowing the liquor with a distinctive flavor profile and an exceptionally smooth, mellow taste. Its packaging design draws inspiration from the "art of time," interpreting historical artistry through contemporary forms and innovative materials. Every detail is a refined representation of centuries of masterful craftsmanship. To savor this liquor is not merely to enjoy a fine drink, but to begin a dialogue with a 4,000-year-old brewing tradition.
Dimensions & Packaging: 120mm*120mm*280mm
Tags: Natural, Rustic, Time-Tempered, Eco-Conscious
Production Technology: The bottle combines modern craftsmanship with the rustic texture of traditional terracotta, featuring embossed details for a good tactile experience. The cap meets strict sealing standards with a simulated wood grain design made of plastic, balancing visual harmony and shipping durability.
The outer box pairs natural cork oak with metal. Beyond providing thermal insulation and shock absorption for safe transit, this sustainable material underscores the brand's commitment to environmental responsibility.
Design Challenge: The product is positioned as an aged liquor. In the Chinese baijiu market, brands emphasizing the concept of "aged liquor" are not uncommon. Therefore, breaking away from conventional product design approaches to create a product that stands distinctly apart from market competitors is crucial. Additionally, the scalability of the packaging design must be considered for potential future brand series development.
Research: Based on in-depth field research—including organized interviews with over a hundred consumers and systematic visits to major distributors—the team obtained comprehensive and detailed market analysis reports. After multiple rounds of thorough communication with the client, it was decided to integrate design concepts from multiple perspectives, ultimately creating a unique baijiu packaging centered on the theme of "tactile experience."
Inspiration: Inspired by the accidental deformations of pottery shaped on a spinning wheel, the bottle captures this spontaneous form to emulate the texture and silhouette of time-weathered artifacts. The coarse ceramic retains a raw, tactile roughness. To touch it is to feel the passage of time—an experience that savors the soft narrative of years and the story of its brewing legacy.
Project Duration: November 2024, Shenzhen, China
Operation Flow: This work is centered around the theme of "touch," guided by the philosophy that "design should speak for itself." This core principle directed the meticulous selection of materials and techniques specifically for their tactile qualities. When consumers physically interact with the product, they can intuitively perceive and appreciate the profound concept embedded within it.
Team Members: Creative Direction: Wen Liu
Design Execution: Xianfeng Wu, Wentao Li, Zhipeng Li