Family Series: Baijiu Packaging

A Celebration of Traditional Chinese Culture

The inspiration behind the Family Series stems from the deep-rooted significance of red and gold in traditional Chinese culture. Red symbolizes marriage, while gold represents nobility. By incorporating these colors, the packaging embodies Chinese-style happiness and auspiciousness. The intricate illustrations on the package feature luan and feng, which symbolize marriage, as well as kylin, carp, golden dragon, calamus, pine, and white crane, representing more children, promotion, longevity, and nobleness.

What sets the Family Series apart is its attention to detail and unique design elements. The packaging not only evokes a sense of nostalgia and familiarity with liquor-using scenarios but also holds high collection value and exceptional quality. Each bottle is adorned with high-precision die-casting zinc alloy decorative parts, featuring relief effects and gold plating. The bottle cap is designed with an innovative down-pressure assembly structure, equipped with environmentally-friendly food-grade plastic parts. To prevent forgery, the cap is divided into two parts, with the teeth being damaged upon opening.

The technical specifications of the Family Series Baijiu packaging are as follows: Width 105mm x Depth 105mm x Height 260mm. The design was brought to life by the collaboration between Mason Wang and Wuhan Pufan Advertising Co., Ltd.

Interacting with the Family Series packaging is a delightful experience. Each design in the collection represents a specific life event, allowing consumers to choose the one that resonates with their own celebrations. The Luan and Feng pattern, as well as the Lang-Kiln Red of the Guihe series, are commonly associated with traditional Chinese weddings. According to legend, the kylin on the Guizi package brings blessings of children to the family. The carp and golden dragon on the Guilu series symbolize rapid career promotion, while the pine and white crane on the Guishou series represent longevity and nobility in traditional culture.

The Family Series Baijiu packaging project commenced in Shanghai in December 2019 and was completed in December 2020. It was launched for sale in Shanghai in the same month. The design team conducted extensive research on liquor-using scenarios, discovering that customers often prefer to purchase more expensive Baijiu for important occasions. The Family Series fills the gap in the market for Baijiu with high cost-efficiency and collection value.

Creating the porcelain jars for the Family Series presented several challenges. The jars are meticulously hand-made through a rigorous firing process. Even the slightest flaw results in rejection, with a rejection rate as high as 40%. This dedication to perfection ensures that each jar meets the highest standards of quality and craftsmanship.

The Family Series Baijiu packaging has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in the Packaging Design category in 2021. This prestigious accolade acknowledges the creativity and ingenuity of the design, which authentically captures the essence of traditional Chinese culture. The Family Series exemplifies the integration of art, science, design, and technology, contributing to improvements in quality of life and making the world a better place.