Guijiu 20 Ambalaža za alkoholna pića by Liandong Zhang and Xueqian Zhang

Guijiu 20 Ambalaža za alkoholna pića by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 Zlatna nagrada A' Design Award in Dizajn Ambalaže Competition Category.

ZlatoAmbalaža· 2025

Guijiu 20 Ambalaža za alkoholna pića

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

Zlatna nagrada A' Design Award Winner in Ambalaža 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 Guijiu 20 Ambalaža za alkoholna pića

Guijiu 20 je ambalaža za kinesko žestoko piće baijiu. Boca spaja okrugli vrh s četvrtastim tijelom, formom povezanom s tradicionalnim idejama harmonije. Reljefni uzorci leptira, feniksa, ptica i riba preuzeti su iz tradicionalnih motiva etničkih skupina u Guizhouu u Kini. Linije godova i linije terasa upućuju na starenje pića i na lokalni krajolik. Boca je izrađena od stakla visoke prozirnosti s metalnim čepom, a površinska obrada staklu daje teksturu nalik keramici uz niže troškove. Četvrtasto tijelo također poboljšava prianjanje u ruci.

The Recognition

About the Zlatna nagrada A' Design Award

Guijiu 20 Ambalaža za alkoholna pića je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Guijiu 20 Ambalaža za alkoholna pića bude vrlo hvaljen, trendovski i monumentalan izum koji pruža dosad neviđenu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Guijiu 20 Ambalaža za alkoholna pića stvara snažne osjećaje želje, budi strast, potiče kreativnost i fascinira nas.

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