Guijiu 20 Emballage de spiritueux by Liandong Zhang and Xueqian Zhang

Guijiu 20 Emballage de spiritueux by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 A' Design Award d'Or in Design d'Emballage Competition Category.

OrEmballage· 2025

Guijiu 20 Emballage de spiritueux

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

A' Design Award d'Or Winner in Emballage Category

135,362

Verified Award Winner

Verify Award Status for #170686

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guijiu 20 Emballage de spiritueux

Guijiu 20 est un emballage destiné à un baijiu, spiritueux chinois. La bouteille associe un sommet arrondi à un corps carré, une forme qui renvoie aux conceptions traditionnelles de l'harmonie. Les motifs en relief de papillons, de phénix, d'oiseaux et de poissons s'inspirent des motifs traditionnels des groupes ethniques du Guizhou, en Chine. Les lignes évoquant les cernes annuels des arbres et les lignes de terrasses font référence au vieillissement de l'alcool ainsi qu'au paysage local. La bouteille est réalisée en verre à haute transparence avec un bouchon métallique, et un traitement de surface confère au verre une texture proche de la céramique pour un coût moindre. Le corps carré améliore également la prise en main.

The Recognition

About the A' Design Award d'Or

Guijiu 20 Emballage de spiritueux est lauréat de l'A' Design Award d'Or, une reconnaissance immensément prestigieuse décernée à des designs de premier ordre, merveilleux et remarquables. Les lauréats Or sont des créations extrêmement innovantes, visionnaires et d'un éclat glamour éblouissant, qui reflètent le génie, la sagesse et la maîtrise de leurs concepteurs. Guijiu 20 Emballage de spiritueux est censé être une invention très louée, avant-gardiste et monumentale, qui apporte une valeur sans précédent. Ce design lauréat de l'A' Design Award d'Or est un projet spectaculaire et respecté qui sert grandement l'art, la science, le design et la technologie et en repousse les limites. Guijiu 20 Emballage de spiritueux crée de vifs sentiments de désir, éveille la passion, encourage la créativité et nous fascine.

Behind the Design

Press Kit

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

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.
Team Members: Liandong Zhang
Xueqian Zhang
Ru Li
Dongyan Ruan
Yunlei Zhou
Image Credits: Guizhou Guijiu Group Co., Ltd