Zhang Gong Lao Jiu

Packaging for Shenzhen Oracle Creative Design Co.,Ltd.

Zhang Gong Lao Jiu emerges from the concept of the art of time, expressed through three intertwined dimensions: form, material, and tactile sensation. The bottle is shaped from hand worked coarse pottery, its contours echoing the slow wear of wind and erosion, each line a trace of natural passage. To hold it is to feel the texture of time: the weight of brewing history settles in the palm, while touch listens to the quiet narrative of years passed. Wrapped in innovative cork, the packaging carries a quiet statement of sustainable intention.

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Zhang Gong Lao Jiu by Wen Liu

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Packaging by Wen Liu

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Wen Liu Zhang Gong Lao Jiu

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Wen Liu Packaging

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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.

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.

Project Overview

Zhang Gong Lao Jiu Packaging has been a Silver winner in the Packaging Design award category in the year 2025 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 2026, a testament to excellence of their work Zhang Gong Lao Jiu Packaging.

Wen Liu Press Releases

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