Zhang Gong Lao Jiu شراب دی پیکنگ by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award چاندی دا انعام in پیکیجنگ ڈیزائن Competition Category.
چاندیپیکیجنگ· 2026
Zhang Gong Lao Jiu شراب دی پیکنگ
by Wen Liu
Client: Shenzhen Oracle Creative Design Co.,Ltd.
A' Design Award چاندی دا انعام Winner in پیکیجنگ Category
Verified Award Winner
Verify Award Status for #173416The Design
About Zhang Gong Lao Jiu شراب دی پیکنگ
ژانگ گونگ لاؤ جیو ہک پرانڑی چینی بائیجیو کیتے پیکنگ ڈیزائن ہے۔ بوتل موٹے ٹیراکوٹا نال بݨائی ڳئی ہے جیندے اُتے اُبھرے ہوئے نقش ہن، تے ایندی شکل چاک اُتے بݨدے مٹی دے برتناں دیاں اتفاقی بگڑیاں شکلاں دی یاد ݙیوندی ہے۔ کھردری سطح بوتل کوں ہک زبردست چھونڑ آلی خاصیت ݙیندی ہے۔ ڈھکن پلاسٹک دا بݨیا ہے جیندے اُتے لکڑی دے ریشیاں ورگی فنش ہے تے ایہ سخت سِیلنگ معیاراں تے پورا لہندا ہے۔ باہرلا ڈبہ قدرتی کارک اوک تے دھات کوں رلا تے بݨایا ڳیا ہے، جہڑا محفوظ ترسیل کیتے گرمی توں بچاؤ تے جھٹکے جذب کرنڑ دی خوبی شامل کریندا ہے۔ ایہ ڈیزائن چھونڑ دے احساس اُتے مرکوز ہے۔
The Recognition
About the A' Design Award چاندی دا انعام
Zhang Gong Lao Jiu شراب دی پیکنگ A' Design Award چاندی دا انعام دا جتݨ والا ہے، غیر معمولی حد تئیں معزز پچھاݨ جیڑھی اعلیٰ ترین درجے دے، شاندار تے متاثر کرݨ والے ڈیزائناں کوں ݙتی ویندی ہے۔ چاندی دے جتݨ والے بہوں روشن تے انتہائی تخلیقی کم ہن، جیڑھے اپݨے ڈیزائنراں دی شاندار مہارت، صلاحیت تے ذہانت کوں ظاہر کریندے ہن۔ Zhang Gong Lao Jiu شراب دی پیکنگ کنوں امید کیتی ویندی ہے جو او ہک شاندار نمائشی کم ہوسی، قابل ذکر حد تئیں پیشہ ورانہ تے گہری جدت والا۔ ایہ ڈیزائن جنہاں A' Design Award چاندی دا انعام جتیا ہے، ہک انتہائی قابل ذکر، سراہی ہوئی ایجاد ہے جیڑھی فائدہ ݙیندی ہے تے فن، سائنس، ڈیزائن تے ٹیکنالوجی دیاں حداں ودھیندی ہے۔ Zhang Gong Lao Jiu شراب دی پیکنگ ہک ایجھی تخلیق ہے جنہاں تے ڈھیر لوک حسد کریندے ہن، جیڑھی خواہشاں جگیندی ہے، مثبت جذبے آݨیندی ہے تے حیرت تے تعجب دی چنگاری بالیندی ہے۔
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
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