Bronze Packaging Design · 2021
Lidugaoliang Baijiu Alcoholic Beverage Packaging
by Wen Liu, HenHong Yang and Weijie Kang
- A' Design Award 2021 Bronze Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Jiangxi Lidu Liquor Industry Co.ltd
- Estimated Number of Design Views: 18,346
- Verification code FCC7E7383E · Verify this award
About Lidugaoliang Baijiu Alcoholic Beverage Packaging
Lidugaoliang Baijiu is a packaging design for a Chinese distilled liquor. The bottle has a smoothly curved form and is embossed with sorghum elements. The round cap and the circle on the outer box are based on porcelain of the Yuan Dynasty, the period in which the brewing of this liquor began. The angled label is made of leather. The outer box combines leather and metal and is opened by turning a circular disc. The green tone was deepened to suit a high-end product. The packaging measures 120 mm in width, 120 mm in depth and 330 mm in height.
Press Kit
- Unique Properties
- Lidugaoliang Baijiu's brewing techniques began in the Yuan Dynasty, is the earliest, longest span of time and the richest large-scale ancient shochu workshop site in China, and it is still in use today. This baijiu has the characteristics of "clear color, sweet,mellow bouquet, and long aftertaste". These elements are extracted and designed in combination with the brand concept. The whole design is round and smooth, which highlights the long sense of time in the process of brewing liquor.
- Dimensions & Packaging
- Width 120mm* Depth 120mm* Height 330mm
- Tags
- Lidugaoliang,Yuan porcelain, Baijiu, High-end, Lidu
- Production Technology
- The overall bottle adopts smoothly curved shape and embossed with sorghum elements. It resembles a round bottle cap and a ring of decorating firing porcelain in the Yuan Dynasty, with a leather oblique label and an outer box combining leather and metal. It has a special rotating opening method. Designers also consider a business advanced design that upgrades the brand image in an all-round way.
- Design Challenge
- The leather and metal materials needed for the product, as well as the upgrade in color, these elements lead to a result that the sample may not reach the level of initial imagination after first production, and more understanding and analyse is needed in the control of the brand image.
- Project Duration
- 2019.08-Now Shenzhen, China
- Operation Flow
- The colors, materials and decoration for the label and packaging of "Lidugaoliang" have changed from grass green to high-end business green, including the outer box packaging, the leather material on the bottle label, the metal tag and the golden decorating firing process, and a smoother arc design in shape. These advanced designs have not only update the brand image of this recognized quality product, but also highlights the limited edition positioning of this baijiu, which is widely appreciated.
- Research
- The design of Lidugaoliang upgraded the brand image and extracted elements from the original brand image. Also by combining with the brand concept to reshape, Lidugaoliang has come to the fore in the baijiu industry and has a new lease of life.
- Inspiration
- The lid of Lidugaoliang Baijiu and the circle on the outer box are designed based on the prototype of Yuan Dynasty porcelain. The history of Lidu Baijiu began in the Yuan Dynasty, so the circular turntable on the box was designed into a special opening method, which turned the image of a long time span into a physical design.