Guijiu 20 Te Tākai Waipiro by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 A' Design Award Koura in Hoahoa Takai Competition Category.
KouraTakai· 2025
Guijiu 20 Te Tākai Waipiro
by Liandong Zhang and Xueqian Zhang
Client: Guizhou Guijiu Group Co., Ltd
A' Design Award Koura Winner in Takai Category
- 135,362
- Verified Award Winner
- Verify Award Status for #170686
The Design
About Guijiu 20 Te Tākai Waipiro
He tākai a Guijiu 20 mō tētahi waipiro baijiu nō Haina. Ka hono te pounamu i te tihi porotaka me te tinana tapawhā, he hanga e hono ana ki ngā whakaaro tuku iho mō te noho tauwhiro. Ko ngā tauira whakaahua tuwhena o te pūrerehua, te manu ahi, te manu me te ika i tangohia mai i ngā tohu tuku iho o ngā iwi taketake o Guizhou, Haina. Ko ngā rārangi porowhita ā-tau me ngā rārangi papa whakaeke e tohu ana i te tawhitotanga me te whenua o taua rohe. He karaihe mārama rawa te pounamu me tētahi taupoki konganuku, ā, nā tētahi mahi whakaoti mata i whiwhi ai te karaihe i tētahi kakano rite ki te uku, i te utu iti ake. Mā te tinana tapawhā hoki e pai ake ai te pupuri.
The Recognition
About the A' Design Award Koura
Ko Guijiu 20 Te Tākai Waipiro te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Guijiu 20 Te Tākai Waipiro he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Guijiu 20 Te Tākai Waipiro i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.
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
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