Liandong Zhang and Xueqian Zhang 的作品 Guijiu 20 烈酒包装

设计师 Liandong Zhang and Xueqian Zhang 的作品 Guijiu 20 烈酒包装荣获了极具声望的 2025 A' Design Award 金奖，竞赛类别为包装设计。

金包装· 2025

Guijiu 20 烈酒包装

设计师： Liandong Zhang and Xueqian Zhang

客户: Guizhou Guijiu Group Co., Ltd

包装类别A' Design Award 金奖获奖者

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已验证的获奖者

验证 #170686 的获奖状态

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色彩

设计作品

关于 Guijiu 20 烈酒包装

贵酒20是一款中国白酒的包装设计。瓶体采用上圆下方的造型，源自传统的"和"文化理念。瓶身浮雕纹样中的蝴蝶、凤凰、飞鸟与游鱼，取材于中国贵州少数民族的传统图腾。年轮线条与梯田线条则寓意酒的陈年窖藏与当地的自然风貌。瓶体采用高透明玻璃материал搭配金属瓶盖，并通过表面处理工艺，以更低的成本赋予玻璃类似陶瓷的质感。方形瓶身同时也提升了握持的舒适度。

荣誉认可

关于A' Design Award 金奖

Guijiu 20 烈酒包装是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Guijiu 20 烈酒包装将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Guijiu 20 烈酒包装激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: Adopting the bottle shape of heaven round and earth square, it creates a unique visual identity. The combination of the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics, and highlights the brand's quality connotation of nobility, scarcity and excellence. The bottle pattern adopts the traditional patterns of local ethnic minorities, which not only shows the modern design aesthetics, but also conveys the deep humanistic emotions.
尺寸与包装: box：140*110*275mm
bottle：115*62*223mm
标签: Soft Jiang-flavour Chinese spirits, Real vintage, Guijiu 20
生产技术: Combined with traditional totems and modern craftsmanship, it reflects a dual pursuit of quality and culture by the brand. The bottle is made of high-transparency glass with a metallic cap, highlighting the high-end texture. The pattern of the bottle is composed of butterflies, phoenixes, birds, fish and other auspicious totems, which are shown in three-dimensional relief, symbolizing good luck and prosperity, and a year's supply of surplus. The label design integrates Guizhou's national landscape culture, with multi-colored blocks to show the regional characteristics, and integrates the brand's genes to convey the unique positioning of soft jiang-flavour. The square and round shape of the bottle symbolizes harmony and perfection, while the annual ring element highlights the sense of vintage, reinforcing the value attributes of the product as an aged liquor.
设计挑战: The first challenge is that the similar products of this brand choose traditional shape of cylindrical bottles for older products, which has become a representative in consumers' mind, and blue is also a color rarely used for similar liquor products, so it is a challenge to establish a new product image against the traditional market and consumer cognition. The second challenge is the use of the bottle material, through a breakthrough technology of surface treatment to make the glass bottle with ceramic noble texture, and greatly reduces the cost of the bottle.
研究: In the Chinese baijiu market, jiang-flavour Chinese spirits products usually adopt cylinder-shaped bottles and brown color tones for market acceptance. The question is how to break the prejudice against traditional products and better convey the region and folk culture of the region.
灵感: Motivated by the unique human spirit and natural landscape of Guizhou, China. Through refining the traditional patterns and natural symbols of local ethnic minorities. It creates a baijiu product with brand characteristics and deep integration of local culture. It adopts the annual rings and the lines of local terraces to express the concept of vintage and regional cultural characteristics clearly.
项目周期: The project launched in February 2021 and release to market in June 2024
操作流程: Helping consumers find the ideal product was the key challenge in this project. The unique square shape of the bottle gives consumers a sense of grip that is unlike any other product of its kind, while the distinctive color and shape also make it easy for consumers to identify and pick up the product.
团队成员: Liandong Zhang
Xueqian Zhang
Ru Li
Dongyan Ruan
Yunlei Zhou
图片版权: Guizhou Guijiu Group Co., Ltd