Oro Envases · 2025
Guijiu 20 Envasado de licores
by Liandong Zhang and Xueqian Zhang
- A' Design Award de Oro 2025 in Envases
- CLIENT: Guizhou Guijiu Group Co., Ltd
- Estimated Number of Design Views: 135,362
- Verification code 52822D8621 · Verify this award
Colors
About Guijiu 20 Envasado de licores
Guijiu 20 es el envase de un baijiu, un licor tradicional chino. La botella une una parte superior redonda con un cuerpo cuadrado, una forma vinculada a las ideas tradicionales de armonía. Los patrones en relieve de mariposas, fénix, aves y peces se inspiran en los motivos tradicionales de los grupos étnicos de Guizhou, China. Las líneas de anillos de crecimiento y las líneas de terrazas aluden al envejecimiento del licor y al paisaje local. La botella está fabricada en vidrio de alta transparencia con un tapón metálico, y un tratamiento superficial confiere al vidrio una textura similar a la cerámica con un coste menor. El cuerpo cuadrado también mejora el agarre.
About the A' Design Award de Oro
Guijiu 20 Envasado de licores ha ganado el A' Design Award de Oro, un reconocimiento inmensamente prestigioso concedido a diseños de primera categoría, maravillosos y sobresalientes. Los ganadores de Oro son creaciones sumamente innovadoras, visionarias y glamorosamente deslumbrantes que reflejan el prodigio, la sabiduría y la destreza de sus diseñadores. Se espera que Guijiu 20 Envasado de licores sea una invención muy elogiada, pionera y monumental que aporta un valor sin precedentes. Este diseño ganador del A' Design Award de Oro es un proyecto espectacular y respetado que beneficia enormemente y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Guijiu 20 Envasado de licores crea intensos sentimientos de deseo, despierta la pasión, fomenta la creatividad y nos fascina.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- box：140*110*275mm
bottle：115*62*223mm - Tags
- Soft Jiang-flavour Chinese spirits, Real vintage, Guijiu 20
- Production 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.
- Design 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.
- Research
- 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.
- 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.
- Project Duration
- The project launched in February 2021 and release to market in June 2024
- Operation Flow
- 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.
- Image Credits
- Guizhou Guijiu Group Co., Ltd
