Guijiu 20 Kemasan Minuman Beralkohol by Liandong Zhang and Xueqian Zhang

Guijiu 20 Kemasan Minuman Beralkohol by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 A' Design Award Emas in Desain Bungkusan Competition Category.

EmasBungkusan· 2025

Guijiu 20 Kemasan Minuman Beralkohol

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

A' Design Award Emas Winner in Bungkusan 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 Kemasan Minuman Beralkohol

Guijiu 20 iku kemasan kanggo minuman baijiu saka Tiongkok. Botol iki nggabungake sisih ndhuwur sing bunder karo awak sing pesagi, wujud sing ana gegayutane karo gagasan tradisional babagan keselarasan. Pola relief kupu-kupu, phoenix, manuk lan iwak dijupuk saka motif tradisional kelompok etnis ing Guizhou, Tiongkok. Garis lingkaran taunan lan garis teras nggambarake proses tuwa lan lanskap lokal. Botol iki digawe saka kaca kanthi transparansi dhuwur karo tutup logam, lan perawatan permukaan menehi tekstur kaya keramik marang kaca kasebut kanthi biaya sing luwih murah. Awak sing pesagi uga nggampangake anggone nyekel.

The Recognition

About the A' Design Award Emas

Guijiu 20 Kemasan Minuman Beralkohol menang A' Design Award Emas, pangenalan sing prestisius banget sing diparingake marang desain kelas siji, nggumunake lan unggul. Pemenang Emas iku ciptaan sing inovatif banget, visioner lan sumunar nggumunake sing nggambarake kejeniusan, kawicaksanan lan kaprigelan para desainer. Guijiu 20 Kemasan Minuman Beralkohol dikarepake dadi panemuan sing dipuji banget, pelopor tren lan monumental sing nyedhiyakake nilai sing durung tau ana. Desain sing menang A' Design Award Emas iki iku proyek sing nggumunake lan dihormati sing paring manfaat gedhe lan nyurung maju wates seni, sains, desain lan teknologi. Guijiu 20 Kemasan Minuman Beralkohol nuwuhake perasaan kekarepan sing kuwat, nggugah semangat, nyengkuyung kreativitas lan narik kawigaten kita.

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