Sui Li
Chinese Baijiu Packaging for Anhui Golden Seed Winery Co., Ltd.
The packaging design achieves perfect harmony between nature and craftsmanship, tradition and modernity. Through a profound exploration of the essence of the brand and geographic uniqueness, the seed concept takes the central stage in the design, visualizing its organic growth and liquor making artistry through a seed vein texture and a gold seed shaped label. The silver box evokes dignity and modernity, while white river contours at its lower part symbolize the fertile land and natural vitality, expressing a seamless connection between the brand, natural resources, and its respect for nature.
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Sui Li by Chen Zhao
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Chinese Baijiu Packaging by Chen Zhao
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Chen Zhao Sui Li
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Chen Zhao Chinese Baijiu Packaging
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Chen Zhao Design Team Photo
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Anhui Golden Seed Winery Co Ltd Brand Logo
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Unique Properties
Sui Li means a gift of nature, connecting humanity with the natural world, the past with the present. Each sip invites appreciation of natural beauty and the power of time. The packaging centers around the imagery of seeds, blending natural elements, Eastern philosophy, and modern design. The bottle features a texture resembling seed veins and a seed shaped label, visually narrating the cycle of life. Gold, black, and white contrast starkly on the bottle, creating a memorable brand identity.
Tags
Chinese Baijiu Packaging, New Chinese Aesthetics, Seed Imagery, Geography and Culture, Bold Color Contrast
Production Technology
The bottle is crafted from high borosilicate glass, chosen for exceptional clarity and corrosion resistance to perfectly display the hue and quality of the liquor. The golden seed label combines metallic transfer printing with specialized techniques, presenting a more three dimensional and vivid effect. For the gift box, silver cardstock forms the base, while screen printed white river contours is further enhanced with UV processing for detail precision and refinement.
Design Challenge
To create an emotional bond between the brand and consumers, the packaging visually narrates a life journey of the seed from beginning to full growth. The gold seed shaped label bears Chinese characters of Sui Li, meaning the gift of nature. This is complemented by the seed vein texture on the bottle, symbolizing the continuum of life and the maturation of premium liquor. The color combinations and river contours on the box amplify the natural essence and geographic distinction of the brand.
Project Duration
The design and development of this project started in Anhui, China, in December 2024. It is scheduled to be launched in China, in December 2025.
Operation Flow
The packaging design prioritizes user experience. The seed vein texture on the bottle surface and metallic gold seed label enhance overall visual appeal while bringing tangible natural charm to consumers with tactile interaction. Product information is presented with clear visual hierarchy, enabling immediate understanding of key attributes.
Research
The rise of new Chinese aesthetics reflects current market trends, where designs blending natural elements, Eastern philosophy and contemporary techniques resonate deeply with consumers. The geographic distinction of the golden brewing zone at latitude 33 degrees north creates a competitive edge for the brand. Building on these insights, the design centers around the imagery of seeds. Every packaging element communicates the brands dedication to nature, craftsmanship, and cultural value.
Inspiration
The design is inspired by Eastern natural philosophies and the vitality embodied in seeds. As the origin of life, seeds represent nurturing, growth, and infinite potential, much like the transformation process from raw materials to premium Chinese Baijiu. Other key visual elements include the golden brewing region at latitude 33 degrees north with its unique natural advantages, and the rivers representing the flow and continuation of life.
Project Overview
Sui Li Chinese Baijiu Packaging has been a Silver winner in the Packaging Design award category in the year 2024 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 Chen Zhao.
Silver Recognition
Chen Zhao was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Sui Li Chinese Baijiu Packaging.
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