Guijiu 20 Lub Thawv Ntim Cawv by Liandong Zhang and Xueqian Zhang

Guijiu 20 Lub Thawv Ntim Cawv by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 A' Design Award Kub in Tsim Ntim Khoom Competition Category.

KubNtim Khoom· 2025

Guijiu 20 Lub Thawv Ntim Cawv

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

A' Design Award Kub Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #170686

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guijiu 20 Lub Thawv Ntim Cawv

Guijiu 20 yog lub thawv ntim rau ib hom cawv baijiu Suav. Lub raj mis muab lub hau kheej kheej los txuas nrog lub cev plaub ceg, uas yog ib daim duab txuas nrog cov kev xav ib txwm muaj txog kev sib haum xeeb. Cov duab tawv txog npauj npaim, noog phoenix, noog thiab ntses yog rho tawm los ntawm cov paj ntaub ib txwm muaj ntawm cov haiv neeg hauv Guizhou, Suav teb. Cov kab voj voog xyoo thiab cov kab teb toj siab piv txog kev laus ntawm cawv thiab lub tebchaws toj roob hauv pes hauv cheeb tsam ntawd. Lub raj mis yog ua los ntawm iav pom tseeb heev nrog lub hau hlau, thiab txoj kev kho nplaim iav ua rau lub iav muaj txoj kev xuas zoo li av nplaum ci uas raug nqi qis dua. Lub cev plaub ceg kuj ua rau tuav tau zoo dua.

The Recognition

About the A' Design Award Kub

Guijiu 20 Lub Thawv Ntim Cawv yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Guijiu 20 Lub Thawv Ntim Cawv xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Guijiu 20 Lub Thawv Ntim Cawv ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

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