Zhanggong Times Alcoholic Beverage

Zhanggong Times Alcoholic Beverage

Zhanggong Times Alcoholic Beverage is a culturally significant and meticulously designed premium baijiu packaging that pays homage to the rich historical heritage of China's red culture and revolutionary spirit. This innovative packaging design, created by designers Wen Liu, Yong Deng, and Weijie Kang, masterfully integrates traditional Chinese elements with contemporary design sensibilities, featuring a sophisticated combination of goffered paper and metal plate embellishments on the exterior packaging, complemented by an elegantly crafted ceramic bottle. The design draws inspiration from Ganzhou's historical significance as a cradle of Chinese revolutionary culture, incorporating symbolic illustrations that represent the region's geographical and cultural elements, including the Gan River and the historic city of Ruijin. The packaging dimensions of 160mm×120mm×330mm house the Gan-flavor baijiu, while the design's visual language employs a nuanced interpretation of red, moving beyond traditional applications to create a symbolic narrative that resonates with contemporary audiences. The project, completed between May and August 2020 in Shenzhen, demonstrates exceptional attention to detail in its execution, from the carefully selected materials to the thoughtful integration of historical references. This design excellence was recognized with an Iron A' Design Award in the Packaging Design category in 2021, acknowledging its innovative approach to cultural preservation through modern design language. The product serves as a commemorative tribute to the Chinese People's Liberation Army and the historical significance of the August 1, 1927 Nanchang Uprising, while simultaneously establishing itself as a sophisticated entry in the premium spirits market.

packaging design, baijiu spirits, Chinese cultural heritage, ceramic bottle design, premium alcoholic beverage, revolutionary commemoration

— Adam Dawson