Zhang Gong Lao Jiu 白酒包装 by Wen Liu is a highly esteemed winner of the very prestigious 2026 A' Design Award 银奖 in 包装设计 Competition Category.

银包装· 2026

Zhang Gong Lao Jiu 白酒包装

by Wen Liu

Client: Shenzhen Oracle Creative Design Co.,Ltd.

A' Design Award 银奖 Winner in 包装 Category

22,620

Verified Award Winner

Verify Award Status for #173416

View at A' Design Award Press Release Award Badge

Colors

The Design

About Zhang Gong Lao Jiu 白酒包装

张公老酒是一款为中国陈年白酒设计的包装。酒瓶采用粗陶材质并带有浮雕细节，其造型让人联想到陶坯在转盘上成型时产生的自然形变。粗糙的表面赋予瓶身强烈的触觉质感。瓶盖为塑料材质，表面模拟木纹肌理，并符合严格的密封标准。外盒将天然软木橡木与金属相结合，兼具隔热与减震性能，确保运输安全。整体设计以触感体验为核心。

The Recognition

About the A' Design Award 银奖

Zhang Gong Lao Jiu 白酒包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Zhang Gong Lao Jiu 白酒包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Zhang Gong Lao Jiu 白酒包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

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