Zhang Gong Lao Jiu 酒類パッケージ by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award 銀賞 in パッケージデザイン Competition Category.
銀パッケージ· 2026
Zhang Gong Lao Jiu 酒類パッケージ
by Wen Liu
Client: Shenzhen Oracle Creative Design Co.,Ltd.
A' Design Award 銀賞 Winner in パッケージ Category
Verified Award Winner
Verify Award Status for #173416The Design
About Zhang Gong Lao Jiu 酒類パッケージ
「張公老酒」は、熟成された中国白酒のためのパッケージデザインである。ボトルは粗い質感のテラコッタ製で、엠엠…浮き彫りのディテールを施し、そのフォルムはろくろで成形される陶器に生じる偶発的な歪みを想起させる。ざらついた表面がボトルに強い触感的な魅力を与えている。キャップは木目調の仕上げを施したプラスチック製で、厳格な密封基準を満たしている。外箱は天然のコルク樫と金属を組み合わせ、断熱性と衝撃吸収性を高めることで、安全な輸送を可能にした。触覚を中心に据えたデザインである。
The Recognition
About the A' Design Award 銀賞
Zhang Gong Lao Jiu 酒類パッケージは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Zhang Gong Lao Jiu 酒類パッケージは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Zhang Gong Lao Jiu 酒類パッケージは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。
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
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