Hong Jiu 주류 패키지 by Tian Sheng Cheng is a highly esteemed winner of the very prestigious 2026 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2026

Hong Jiu 주류 패키지

by Tian Sheng Cheng

Client: Shenzhen Jinjia New Intelligent Packaging Co., Ltd.

A' Design Award 은상 Winner in 패키징 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 Hong Jiu 주류 패키지

훙주(Hong Jiu)는 중국 전통 증류주인 바이주를 위한 선물용 패키지다. 병은 중국 전통 아치형 다리의 형태를 취하며, 투명도와 내충격성을 고려해 선택한 고붕규산 크리스털 유리로 제작되었다. 정밀 로스트왁스 주조로 성형한 금박 금속 지붕과 클로이조네(칠보) 기법의 구름, 학, 꽃 문양이 상단을 장식한다. 뚜껑을 열면 내부가 병 뒤편으로 산수화처럼 펼쳐진다. 받침 트레이는 디스플레이 스탠드 역할도 겸하여, 병을 책상 위 장식품으로 보관할 수 있다.

The Recognition

About the A' Design Award 은상

Hong Jiu 주류 패키지, 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. Hong Jiu 주류 패키지, 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. Hong Jiu 주류 패키지, 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: This is a strong liquor (baijiu) from Huangshan. The bottle design breaks tradition by using the shape of a Chinese arched bridge to show its cultural roots. When you open the gift box, it unfolds like a landscape painting that matches the bottle's bridge design. The product tells a story about scenery, architecture, and liquor, making it a special way to share Huangshan's culture and Huizhou craftsmanship.
Dimensions & Packaging: The bottle has a diameter of 250 millimeters and a height of 180 millimeters
Production Technology: We use high-borosilicate crystal glass (or K9 optical glass) for the main body. It offers exceptional clarity, strong impact resistance, and high heat resistance, perfectly meeting the display and safety requirements for premium liquor packaging.
Design Challenge: The three core components, including the gilded roof, cloisonné parts and glass bridge body, need to be accurately assembled with snaps. It is necessary to ensure stable and firm structure without looseness, as well as easy opening and disassembly. At the same time, assembly gaps should be avoided to affect the overall aesthetic effect, which puts very high requirements on mold precision and assembly tolerances.
Research: Inspired by traditional Chinese arch bridges and Chinese aesthetics, this design focuses on cultural expression and experiential innovation for high-end liquor packaging, creating an integrated solution that combines artistic value, practical function, and cultural heritage.Drawing on cultural symbols such as traditional Chinese roof eaves, cloisonné patterns, and landscape imagery, the top features a gilded metal roof component made via precision lost-wax casting. Paired with cloisonné cloud, crane, and flower patterns, the design merges intangible cultural heritage craftsmanship with modern manufacturing technology, balancing premium texture and mass production feasibility.
Inspiration: This design combines the beauty of Huangshan's mountains, Huizhou architecture, and liquor culture. Using "rainbow" as the main idea, it connects two aspects: 1) The rainbow in nature (the beauty of Huangshan's misty clouds), and 2) The rainbow in architecture (the shape of traditional folk bridges). The clear, rainbow-like color of the liquor matches the fine details of Huizhou buildings and the elegant style of baijiu, creating a visual symbol that tells a poetic story with cultural meaning.
Project Duration: The project started in April 2025 in SHENZHEN and finished in August 2025 in SHENZHEN
Operation Flow: When the lid is opened, the arch-shaped liquor bottle is fully displayed. Its transparent glass body, gilded traditional Chinese roof, and cloisonné crane patterns create a "scene within a scene" effect with the landscape painting on the lid. Users can view every detail of the packaging from 360 degrees for an immersive first visual experience. The tray can also be used as a display stand, turning the bottle into a desktop ornament and giving the packaging a second life.