Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu by Yao Wu

Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu by Yao Wu is a highly esteemed winner of the very prestigious 2026 A' Design Award Nyiaj in Tsim Ntim Khoom Competition Category.

NyiajNtim Khoom· 2026

Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu

by Yao Wu

Client: Guizhou Jinsha Liquor Wine Cellar Co., Ltd.

A' Design Award Nyiaj Winner in Ntim Khoom Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu

Mountain River and Sage yog ib qho kev tsim thawv khoom plig rau cawv baijiu, uas yog ib hom cawv cub los ntawm Suav teb. Daim thawv sab nraud yog tsim los ntawm daim ntawv art dawb matte nrog tus qauv nias foil tooj liab uas yooj yim thiab me. Sab hauv, muaj ib lub thawv zoo li phau ntawv codex uas tsim los ntawm ntoo engineered nrog daim tawv ntoo oak, qhib tau zoo li ib phau ntawv. Daim hau sab hauv nthuav tawm ua ib daim duab panoramic ntawm Roob Tai thiab tus Dej Daj, luam rau daim ntawv muaj txheej, uas puab peb lub raj cawv thiab ib daim ntawv pov thawj. Qhov kev tsim no rub los ntawm kev coj noj coj ua thiab thaj chaw ntawm Xeev Shandong. Ib txoj hauv kev yooj yim thiab niaj hnub no hloov qhov style qub uas pom ntau hauv kev ntim cawv.

The Recognition

About the A' Design Award Nyiaj

Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Mountain River and Sage Lub Thawv Khoom Plig Cawv Baijiu yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Behind the Design

Press Kit

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

Unique Properties: This design is a complete ceremonial unboxing experience meticulously crafted for the high-end gifting market. Its core innovation lies in a three level narrative progression, transforming the packaging from a mere container into a spiritual and cultural journey.
Dimensions & Packaging: Length 300mm x Width 240mm x Height 190mm
Tags: Premium Gift, Baijiu Packaging, Ritualistic Design, Confucian Culture, Mount Tai,
Production Technology: The outer box utilizes premium matte white art paper with precision foil stamping for the minimalist bronze pattern to achieve a modern, luxurious feel. The inner codex box is constructed from lightweight, high density engineered wood with a natural oak veneer, providing a warm, tactile finish. The inner landscape panel is printed on textured museum quality paper to enhance the artistic scroll effect. Bottle labels feature a subtle relief printing technique to complement the packaging‘s refined aesthetic.
Design Challenge: How to embody profound Confucian culture within minimalist modern aesthetics without falling into superficial retro styling? The design solves through three ritual layers white box establishes modern ceremony, wooden box transforms into codex form, landscape scroll triggers spiritual resonance allowing "Li" to be seen, touched, and felt in the unboxing moment.
Research: This research explores how to translate the traditional Chinese cultural symbol "Li" through modern packaging language. Taking Shandong's "One Mountain, One River, One Saint" as the cultural matrix, it investigates a progressive unboxing experience from visual to tactile, from form to spirit, achieving contemporary expression of tradition in gifting scenarios.
Inspiration: The inspiration is drawn from the profound cultural geography of Shandong Province, symbolized by "One Mountain , One River , and One Saint ." We sought to break away from intricate retro styling commonly found in liquor packaging. Instead, we used a minimalist and modern ritualistic approach to carry this heavy cultural heritage.
Project Duration: The project started in Beijing in October 2025 and was completed in Beijing in December 2025.
Operation Flow: Reveal The user removes the sleek white outer sleeve, revealing the wooden "codex." This act signifies moving from the public brand promise to a personal discovery.
Open Lifting the wooden cover mimics opening a treasured book. The user is greeted not just by the product, but by the texture and smell of wood, creating an intimate prelude.
Unfold: The inner lid, designed as a multi page spread, unfolds to display a panoramic illustration of Mount Tai and the Yellow River. This "landscape scroll" frames the three bottles and the certificate, elevating the extraction of the product to a moment of spiritual appreciation.
Patents: /
Team Members: Original designer: Wu Yao , llustration designer: Zhang Yi, Illustration designer: Yang Xiaogang , Illustration designer: Li Yan, Graphic designer: Zheng Ziyang, Graphic designer: Zhao Yuehao, Graphic designer:Zhang YUchen，Graphic designer:Tan Zhen，3D Designer: Liao Hao ， Copywriting: Xu Xiaohui，Copywriting:Tang Wenhu
Image Credits: /