Luzhou Laojiao 1915 Chinese Baijiu is an innovative packaging design that exemplifies the harmonious fusion of traditional Chinese heritage with contemporary aesthetic sensibilities. Created by designer Haijun Shen and the creative team at Diga, this sophisticated bottle design draws inspiration from the iconic sailing boat motif and the historical Jiangyang map, reimagining these elements through a modern lens. The design features a distinctive silhouette characterized by graceful arcs that mirror the flowing nature of the spirit within, while its dimensions of 58mm×158mm×350mm create an ergonomic form that provides comfortable handling. The packaging's visual language incorporates refined modernization of traditional elements, utilizing advanced production techniques including bronzing, embossing, and specialized glass bottle manufacturing with precise color application. Developed between May 2020 and May 2021, this design successfully targets the contemporary luxury market segment, particularly appealing to consumers aged 30 to 40, while maintaining the product's cultural authenticity. The project demonstrates exceptional attention to technical execution, especially in addressing the challenges posed by the bottle's narrow mouth design, requiring extensive manufacturing expertise. This innovative packaging design was recognized with a Silver A' Design Award in the Packaging Design Category in 2021, acknowledging its outstanding contribution to the field of packaging design through its blend of functionality, aesthetic appeal, and cultural significance.
Chinese baijiu, premium spirits, luxury packaging, traditional heritage, modern design, cultural innovation
CITATION : "Adam Dawson. 'Luzhou Laojiao 1915 Chinese Baijiu.' Design+Encyclopedia. https://design-encyclopedia.com/?E=451692 (Accessed on June 04, 2025)"
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