Zhang Gong Lao Jiu Sephutheloana sa Joala by Wen Liu

Zhang Gong Lao Jiu Sephutheloana sa Joala by Wen Liu is a highly esteemed winner of the very prestigious 2026 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2026

Zhang Gong Lao Jiu Sephutheloana sa Joala

by Wen Liu

Client: Shenzhen Oracle Creative Design Co.,Ltd.

Moputso oa Silevera oa A' Design Award Winner in Phuthelo 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 Zhang Gong Lao Jiu Sephutheloana sa Joala

Zhang Gong Lao Jiu ke moralo oa sephutheloana bakeng sa baijiu ea Machaena e tsofalisitsoeng. Botlolo e entsoe ka letsopa le mahoashe le nang le lintlha tse phahamisitsoeng, 'me sebopeho sa eona se hopotsa ho sotheha ha ka phoso ha lipitsa tse bopiloeng holim'a lebili le potolohang. Bokaholimo bo mahoashe bo fa botlolo boleng bo matla ba ho angoa. Sekoahelo se entsoe ka polasetiki e nang le sebopeho se etsisang lehong 'me se finyella maemo a thata a ho koala ka ho tiea. Lebokose le ka ntle le kopanya khokho ea tlhaho ea sefate sa oak le tšepe, e leng se eketsang tšireletso ea mocheso le ho monya litšisinyeho bakeng sa lipalangoang tse sireletsehileng. Moralo o thehiloe ho angoeng.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Zhang Gong Lao Jiu Sephutheloana sa Joala ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Zhang Gong Lao Jiu Sephutheloana sa Joala e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Zhang Gong Lao Jiu Sephutheloana sa Joala ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

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