Zhang Gong Lao Jiu Envasado de licor by Wen Liu

Zhang Gong Lao Jiu Envasado de licor by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award de Plata in Diseño de Envases Competition Category.

PlataEnvases· 2026

Zhang Gong Lao Jiu Envasado de licor

by Wen Liu

Client: Shenzhen Oracle Creative Design Co.,Ltd.

A' Design Award de Plata Winner in Envases Category

22,620
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 Envasado de licor

Zhang Gong Lao Jiu es un diseño de envase para un baijiu chino añejo. La botella está elaborada en terracota gruesa con detalles en relieve, y su forma evoca las deformaciones accidentales de la cerámica modelada en el torno alfarero. La superficie rugosa confiere a la botella una intensa cualidad táctil. El tapón es de plástico con un acabado que simula la veta de la madera y cumple estrictas normas de hermeticidad. La caja exterior combina corcho natural de alcornoque con metal, aportando aislamiento térmico y amortiguación de impactos para un transporte seguro. El diseño gira en torno al sentido del tacto.

The Recognition

About the A' Design Award de Plata

Zhang Gong Lao Jiu Envasado de licor ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Zhang Gong Lao Jiu Envasado de licor sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Zhang Gong Lao Jiu Envasado de licor es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

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