Guijiu 20 Tragu Upyanapaq Empaque by Liandong Zhang and Xueqian Zhang

Guijiu 20 Tragu Upyanapaq Empaque by Liandong Zhang and Xueqian Zhang is a highly esteemed winner of the very prestigious 2025 A' Design Award Quri Premiu in Pilluchina Kamay Competition Category.

QuriPilluchina· 2025

Guijiu 20 Tragu Upyanapaq Empaque

by Liandong Zhang and Xueqian Zhang

Client: Guizhou Guijiu Group Co., Ltd

A' Design Award Quri Premiu Winner in Pilluchina Category

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Verified Award Winner
Verify Award Status for #170686

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guijiu 20 Tragu Upyanapaq Empaque

Guijiu 20 nisqaqa China llaqtapa baijiu sutiyuq tragunpaq empaquem. Botellaqa muyu umanwan tawa k'uchuyuq kurkunwan huñusqam, chay formaqa ñawpa hamut'aykunapi allin kawsayta (armoniata) rikuchin. Pillpintukunapa, fenixkunapa, pisqukunapa hinallataq challwakunapa relieve nisqa dibujonkunaqa Guizhou, China suyupi tiyaq ayllukunapa ñawpa pallaykunanmanta hurqusqam. Sach'apa watan-watan muyuriq siq'inkuna hinallataq pata-pata chakra siq'inkunaqa machuyachiymanta chaymanta chay llaqtapa allpankunamanta rimanku. Botellaqa ancha ch'uya qhawana qespimanta ruwasqam, metal kirpanayuqmi, hinaspa hawan llamk'apusqaqa qespiman raki-raki hina llamp'u kayta qun aswan pisi qullqillawan. Tawa k'uchuyuq kurkunqa allinta hap'inapaqpas yanapakunmi.

The Recognition

About the A' Design Award Quri Premiu

Guijiu 20 Tragu Upyanapaq Empaque A' Design Award Quri Premiu mishak kan, ancha jatun yupaychay, kayta ñawpak kallari, sumak shinallatak mancharina diseñukunaman kun. Quri mishak kashkakunaka mushuk yuyay achka, ñawpakta rikuk shinallatak achikyaska rurashkakunami, paykunata rurakkunapak yachayta, yuyayta shinallatak ushayta rikuchinku. Guijiu 20 Tragu Upyanapaq Empaque ashtawan alabashka, mushuk ñankunata churak shinallatak hatun valorta kuk yuyay kanata munanku. Kay Quri Premiu japishka diseñuka hanak, yupaychashka rurashka kan, arti, siensia, diseñu shinallatak tekinolojía ñawpak ñankunata kichuk. Guijiu 20 Tragu Upyanapaq Empaque munayta kallarichin, yuyayta kallarichin, ruraytapash kallarichin shinallatak kuyaychin.

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