Guijiu 20

Baijiu Packaging for Guizhou Guijiu Group Co., Ltd

Motivated by the unique human spirit and natural landscape of Guizhou, China, this product is crafted by refining the traditional patterns and natural symbols of local ethnic minorities. It embodies distinctive brand characteristics and a profound integration of local culture. The bottle design incorporates traditional motifs from local ethnic groups, showcasing modern aesthetic sensibilities while conveying deep humanistic emotions. In terms of material selection, the combination of glass and specialized technology mimics the noble texture of ceramics, effectively reducing production costs.

Download Press Kit № 170686

Download Press Kit № 170686 Baijiu Packaging for Guizhou Guijiu Group Co., Ltd by Meijie He to access high-res images, essential texts, translations, and exclusive interviews—all in one.

Available Now for Your Next Story

At communication|newsroom, we understand the pressures and deadlines journalists face. That’s why we offer exclusive access to our curated press kits and high-resolution images, tailored for accredited journalists. These resources are designed to enrich your stories with depth and visual appeal, spotlighting the world's most innovative designs.

Please Note:

• Credit the work's creator and/or photographer.
• Mention communication|newsroom as your source.
• Share your published pieces with us; we love to celebrate and promote your work on our platform and social media.

Let’s Collaborate: Your stories matter. communication|newsroom is here to support you with quality, accessible content. Once you are accredited, reach out for the images and content you need. We will provide the specific images and content directly, along with recommendations on works to feature.

Get Accredited Easily: Quick access to our resources requires media accreditation. Apply for media accreditation to join our network and start exploring a wealth of design stories.

Guijiu 20 by Meijie He

Download 1800 Pixels JPEG Image.

Baijiu Packaging by Meijie He

Download 1800 Pixels JPEG Image.

Meijie He Guijiu 20

Download 1800 Pixels JPEG Image.

Meijie He Baijiu Packaging

Download 1800 Pixels JPEG Image.

Guizhou Guijiu Group Co LtdBrand Logo

Download 1800 Pixels JPEG Image.

Unique Properties

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.

Tags

Soft Jiang-flavour Chinese spirits, Real vintage, Guijiu 20

Production Technology

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.

Design Challenge

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.

Project Duration

The project launched in February 2021 and release to market in June 2024

Operation Flow

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.

Research

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.

Inspiration

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.

Image Credits

Guizhou Guijiu Group Co., Ltd

Project Overview

Guijiu 20 Baijiu Packaging has been a Golden winner in the Packaging Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

Meijie He was recognized with the coveted Golden A' Design Award in 2025, a testament to excellence of their work Guijiu 20 Baijiu Packaging.

Meijie He Newsroom

Access Meijie He Newsroom for exclusive insights into distinguished design and laureled projects.