Silver Packaging Design · 2026
Zhang Gong Lao Jiu Packaging
by Wen Liu
- A' Design Award 2026 Silver Winner in Packaging Design
- Awarded April 15, 2026
- CLIENT: Shenzhen Oracle Creative Design Co.,Ltd.
- Estimated Number of Design Views: 22,244
- Verification code ADA70D9FC1 · Verify this award
About Zhang Gong Lao Jiu Packaging
Zhang Gong Lao Jiu is a packaging design for an aged Chinese baijiu. The bottle is made of coarse terracotta with embossed details, and the form recalls the accidental deformations of pottery shaped on a spinning wheel. The rough surface gives the bottle a strong tactile quality. The cap is made of plastic with a simulated wood grain finish and meets strict sealing standards. The outer box combines natural cork oak with metal, adding thermal insulation and shock absorption for safe transport. The design is centered on touch.
Wen Liu's Zhang Gong Lao Jiu Packaging emerges from a rich tradition of vessels designed to honor and preserve precious spirits, engaging with centuries of ceramic, metalwork, and organic material craftsmanship while speaking a distinctly contemporary design language. The packaging system demonstrates sophisticated material semiotics, employing what appears to be compressed cork or earth-aggregate composite for the outer tube, a choice that immediately communicates values of natural origin, sustainable practice, and connection to terroir—the very earth from which the beverage's ingredients presumably grow. The designer seems to have drawn upon the aesthetic philosophy wherein container and contents exist in sympathetic relationship, the vessel becoming an extension of the liquid's character rather than mere protective housing. The metallic filigree band at the tube's base introduces a note of refined preciousness, its botanical openwork pattern suggesting growth, abundance, and the organic processes of fermentation and aging central to spirit production. Technical accomplishment manifests in the seamless integration of traditional calligraphic elements with contemporary typographic sensibilities, the "1975" date marker establishing provenance while roman letterforms bridge cultural contexts for international audiences. The bottle form itself recalls ancient ceramic traditions, its tapered shoulders and narrow neck evoking vessels used for centuries across various cultures to store and pour fermented beverages, while its textured surface—marked by meandering linear impressions suggesting dried earth or ancient cartography—transforms a functional object into a tactile experience inviting touch and contemplation. The natural wood or bamboo stopper reinforces the organic material vocabulary while providing functional closure. One might consider how this packaging system positions its contents as emerging from deep tradition while remaining relevant to contemporary aesthetic sensibilities, inviting viewers to contemplate the relationship between preservation, presentation, and the honoring of time-tested craft.
Press Kit
- 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.
- 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.
- 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.