Zhang Gong Lao Jiu 주류 패키지 디자인 by Wen Liu

Zhang Gong Lao Jiu 주류 패키지 디자인 by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2026

Zhang Gong Lao Jiu 주류 패키지 디자인

by Wen Liu

Client: Shenzhen Oracle Creative Design Co.,Ltd.

A' Design Award 은상 Winner in 패키징 Category

22,620

Verified Award Winner

Verify Award Status for #173416

View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhang Gong Lao Jiu 주류 패키지 디자인

장공노주(Zhang Gong Lao Jiu)는 중국 전통 숙성 백주를 위한 패키지 디자인이다. 병은 거친 질감의 테라코타로 제작되어 엠보싱 디테일을 갖추고 있으며, 그 형태는 회전하는 도르래 위에서 성형된 도자기에 우연히 생기는 변형을 연상시킨다. 거친 표면은 병에 강렬한 촉각적 감성을 부여한다. 뚜껑은 목재 결을 재현한 마감의 플라스틱 소재로 제작되었으며 엄격한 밀봉 기준을 충족한다. 외부 상자는 천연 코르크 오크와 금속을 결합하여 단열성과 충격 흡수성을 더해 안전한 운송을 보장한다. 이 디자인은 촉감을 중심으로 전개되었다.

The Recognition

About the A' Design Award 은상

Zhang Gong Lao Jiu 주류 패키지 디자인, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Zhang Gong Lao Jiu 주류 패키지 디자인, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Zhang Gong Lao Jiu 주류 패키지 디자인, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

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