Nianfenyuanjiang Gu3o
Alcoholic Beverage Packaging for Anhui Gujing Distillery Co. Ltd
The latest design of the bottle is based on the concept of the "century-old brewing process". Imperial elements and the brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
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Nianfenyuanjiang Gu3o by Wen Liu
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Alcoholic Beverage Packaging by Wen Liu
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Wen Liu Nianfenyuanjiang Gu3o
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Wen Liu Alcoholic Beverage Packaging
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Anhui Gujing Distillery Co LtdBrand Logo
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Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging Press Releases
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Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging Media Articles
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Unique Properties
Renowned as ‘Baijiu Empress’, Gujing Distillery is among China’s eight best liquors. Back in ancient times it was served only to the imperial family. The latest design of the bottle is based on the concept of ‘century-old brewing process’. Imperial elements and our brand legacy feature in the design. All these upgrades are aimed to give the product a foothold in the premium end of the baijiu market. The bottle body uses sarin for a brighter finish coat, getting rid of dark shades and throwing its dragon pattern into sharp relief. The new design lends the aesthetic value of simplicity to the bottle. As a mixture of modern technology and traditional Chinese aesthetics, the product is now more appealing.
Tags
Baijiu, spirit, packaging
Production Technology
glass, plastic, acrylic, paper
Design Challenge
The biggest challenge for the upgrading of Gu30 was to create an innovative expression of a high-end baijiu with traditional Chinese culture, which can not only retain the original customer group, but also expand the market.Basic shape of the bottle has been kept in order to continue the original visual assets of the brand.Sarin material used in the bottle is transparent and light, allowing for a finer rendering of the dragon texture.It is more advanced in terms of appearance and feeling, moving away from the previous heavy expressions of Chinese baijiu culture.
Project Duration
from 2021 to 2022, Bozhou City, Anhui Province, China
Operation Flow
The bottle body of "Gujing Distillery" uses Sarin process, which gets rid of the previous stable style, makes the details of the carving dragon more exquisite, and makes the wine body in the transparent bottle more transparent.Combining modern techniques and traditional aesthetics, the design reveals oriental charm and gives people an innovative and visual experience.
Research
Baijiu has a thousand-year history in China and has developed a specific consumption aesthetic by its unique culture. With the upgrading of consumption in recent years, the traditional aesthetic paradigm of baijiu is facing new challenges as consumers' aesthetic needs grow. This time we mainly think about how to balance tradition and modernity. The design retains the bottle shape and the core element 'dragon' to continue the visual assets. We took a breakthrough in material innovation by choosing sarin, a material that has long been used in cosmetic bottles, which is brightness, transparency and delicateness, to give the product a stronger sense of value and style to increase the audience.
Inspiration
This product, Gu30, is an upgrade on the basis of Gu20, which continues the product system of Gujing Distillery NIANFENYUANJIANG and enhances the perception of product value, to give the product a foothold in the premium end of the baijiu market and broaden the consumer market at the same time.
Project Overview
Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging has been a Silver winner in the Packaging Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Image Credits
For design images and photos please credit Wen Liu.
Silver Recognition
Wen Liu was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Nianfenyuanjiang Gu3o Alcoholic Beverage Packaging.
Wen Liu Press Releases
Discover Wen Liu's journey through our press releases, available for all press members and journalists to use without restrictions. Available now: 33 press releases ready for immediate access by journalists.
Revolutionary Upgrade Unveiled for Gujing Distillery NIANFENYUANJIANG Baijiu
Wen Liu's Gu30 Redefines Premium Baijiu Market with Imperial Legacy and Modern Aesthetics
Wen Liu Newsroom
Access Wen Liu Newsroom to delve into the world of top-tier design and accolades.
