Lu Zu 30 Chinese Baijiu Packaing

Sinong Wu · CLIENT: Sinong Creative

Lu Zu 30 is a packaging design for a Chinese Baijiu aged for thirty years, created for the fiftieth anniversary of a distillery in Luzhou. The bottle has a circular form with nine steps at the top and a dragon motif, and the lower part is electroplated for a mirror like metal effect. The outer box resembles a classical Chinese building and holds a commemorative manual and wine glasses. The front emblem joins an hourglass with a red ribbon, where the hourglass stands for time and the ribbon stands for celebration.

Press Kit

Unique Properties

The Lu Zu brand, originating from 28 degrees north latitude, is known as the dragon vein of Chinese brewing in Luzhou City. The distillery was founded in the last century and uses cultural relics cellars for brewing. Built 50 years ago, designed as a commemorative edition for the brewery.

Dimensions & Packaging

330mm x 280mm x 300mm

Tags

Luzhou, Chinese Baijiu, Chinese Loong, luxury, Classical, Liquor

Production Technology

Lu Zu 30 is made from wine that has been aged for 30 years. It is a commemorative wine for the 50th anniversary of its establishment and requires some luxury to celebrate this important moment
In the process planning of packaging design, designers make trade-offs between environmental friendliness, luxury, and cost control, using multiple processes to achieve this goal
In terms of box shaped craftsmanship, the left half is made by bonding environmentally friendly wood grain paper onto cardboard, while the right half is made by combining solid wood craftsmanship with carving The metal plaque on the front is made of zinc alloy mold, and the gold color on the metal plaque is achieved by anodizing process The semi transparent area inside the metal plaque is achieved using low-temperature glue dropping technology
The bottle is made of special glass melted at high temperature combined with metal grinding tools The metal plate on the front is smaller than the one on the box type, and the processing is consistent with the metal plate on the box type. The lower part of the bottle type adopts electroplating technology, which can achieve a mirror like metal effect. Before production, the parts that do not need electroplating need to be covered and cleaned. It is worth mentioning that cleaning is extremely important, which almost determines the final effect after electroplating. Many reasons for low yield are due to inadequate cleaning After electroplating, it is baked by attaching low-temperature labels
The lid is made of grinding tools combined with plastic, and the bottle cap is colored using vacuum electroplating technology.

Design Challenge

The most difficult part of this design is the choice of creative direction. The distillery is located in Luzhou City, China, which is known as the dragon vein of Chinese Baijiu brewing, with rich regional culture and liquor culture.
How to choose creative points has become a key focus. This year marks the 50th anniversary of the clear registration record, but in fact, the history of the distillery has exceeded the 50th anniversary.
After communicating with the person in charge of the distillery, the designer decided to commemorate this important moment around "Brewing Dragon Vein" and "Traditional Culture". More Chinese drinking consumers love the traditional and regional culture here, which is an important part of Chinese brewing.

Project Duration

The project started in Chengdu in 2024 and the design will be completed in Chengdu in 2025.

Operation Flow

This is a luxurious commemorative wine packaging design that resembles a classical and exquisite building. It can be opened by gently turning back, and is equipped with a wine glass and collection certificate inside, with a highly ceremonial opening method to commemorate this important moment.

Research

As a high-end Baijiu (Chinese white liquor) packaging design for Lu Zu 30, the designer conducted in-depth research and understanding of the distillery before commencing the design process. This research encompassed various aspects, including geographical location, the distillery's historical and cultural background, as well as the regional culture. In the final design, the designer comprehensively integrated elements of regional culture and the historical relic fermentation pits (referring to the "money" here might be a misinterpretation; it's likely referring to the valuable or significant nature of these pits) into the packaging.
Additionally, the designer also incorporated national cultural concepts such as "Qiankun" (the universe or cosmos in Chinese philosophy), "perfection," and "celebration" into the design.

Inspiration

The Lu Zu brand comes from Luzhou City, China. The distillery is part of China's cultural heritage and has a government protected cultural relic brewing cellar. Luzhou is also known as the dragon vein of Chinese liquor making and one of the cradles of China's important Baijiu.
This design project is a commemorative wine for the 50th anniversary of the winery. The designer celebrates this important moment with a luxurious and classical design style. Lu Zu 30 is made of Baijiu that has been aged for 30 years.
In terms of design, the design style is elegant and luxurious. At the same time, considering environmental protection, cost control and other aspects, the designer integrates regional culture, Baijiu culture, and designs with circular culture, dragon culture and heaven and earth culture.
The bottle is creatively designed in a circular shape with nine steps at the top, symbolizing the rising ideology of China. Combined with the shape of the dragon, the design is very exquisite. In the front logo design, the designer combines hourglass wearing with a red ribbon. The hourglass represents time, the red ribbon represents celebration, half a century of heritage and craftsmanship.
In the box design, we used classical Chinese architecture for creativity. Visually, it looks like a classical Chinese architecture, with a sense of ceremony. Inside, we designed a commemorative manual and wine glasses, a limited and luxurious high-end Baijiu, which is only for a few guests who are really obsessed with Baijiu to taste, bringing them a sense of ceremony and luxury experience.

Image Credits

Sinong Wu
Designed by Sinong Creative, Sinong Creative has the right to showcase and participate in design competitions.

Patents

Sinong Wu
Designed by Sinong Creative, Sinong Creative has the right to showcase and participate in design competitions.

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