Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award كۈمۈش مۇكاپاتى in ئورالما لايىھەلەش Competition Category.
كۈمۈشئورالما· 2026
Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى
by Wen Liu
Client: Shenzhen Oracle Creative Design Co.,Ltd.
A' Design Award كۈمۈش مۇكاپاتى Winner in ئورالما Category
Verified Award Winner
Verify Award Status for #173416The Design
About Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى
جاڭ گۇڭ لاۋ جيۇ (Zhang Gong Lao Jiu) — كونا يىللىق جۇڭگو باي جيۇ ھارىقى ئۈچۈن ئىشلەنگەن ئوروش قېپى لايىھىسى. بوتۇلكا قوپال ساپال (تېرراكوتتا) دىن ياسالغان بولۇپ، ئۈستىدە قاپارتما نەقىشلەر بار، شەكلى بولسا ساپال چاقىدا شەكىللەندۈرۈلگەن ساپال بۇيۇملارنىڭ تاسادىپىي دەفورماتسىيەلىرىنى ئەسلىتىدۇ. قوپال يۈزى بوتۇلكىغا كۈچلۈك تۇتۇش تۇيغۇسى بېغىشلايدۇ. قاپقاق ياغاچ سىزىقى تەقلىد قىلىنغان پىلاستىكتىن ياسالغان بولۇپ، قاتتىق زىچ ئېتىش ئۆلچەملىرىگە ئۇيغۇن كېلىدۇ. سىرتقى قۇتا تەبىئىي پروبكا دۇبى بىلەن مېتالنى بىرلەشتۈرگەن بولۇپ، بىخەتەر توشۇش ئۈچۈن ئىسسىقلىق ئىزولياتسىيەسى ۋە سىلكىنىشنى يۇمشىتىش ئىقتىدارى قوشۇلغان. بۇ لايىھە تۇتۇش تۇيغۇسىنى مەركەز قىلغان.
The Recognition
About the A' Design Award كۈمۈش مۇكاپاتى
Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى A' Design Award كۈمۈش مۇكاپاتىنىڭ غالىبى، بۇ گۈزەل، ئۇلۇغۋار ۋە تەسىرلىك ئەڭ يۇقىرى دەرىجىلىك لايىھىلەرگە بېرىلىدىغان ئالاھىدە ئابرويلۇق ئېتىراپتۇر. كۈمۈش غالىبلىرى لايىھىلىگۈچىلىرىنىڭ ئالاھىدە ماھارىتى، ئىستېدادى ۋە ئۆتكۈرلۈكىنى كۆرسىتىدىغان ناھايىتى پارلاق ۋە ئىنتايىن ئىجادىي ئەسەرلەردۇر. Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى ئاجايىپ، ئۈلگىلىك، ئالاھىدە كەسپىي ۋە چوڭقۇر يېڭىلىقچان ئەسەر بولۇشى ئۈمىد قىلىنىدۇ. A' Design Award كۈمۈش مۇكاپاتىنى يەڭگەن بۇ لايىھە سەنئەت، ئىلىم-پەن، لايىھە ۋە تېخنىكىنىڭ چېگرالىرىنى كېڭەيتىدىغان ناھايىتى دىققەتكە سازاۋەر، ھەيرانلىق بىلەن كۆرۈلىدىغان ئىختىرا. Zhang Gong Lao Jiu ھاراق ئوروش قېپى لايىھىسى كۆپچىلىك ھەۋەس قىلىدىغان، ئارزۇ-ئىستەكلەرنى قوزغايدىغان، ئىجابىي ھېسسىياتلارنى ئېلىپ كېلىدىغان ھەمدە ھەيرانلىق ۋە قايىللىق پەيدا قىلىدىغان ئىجادىيەت.
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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