Revolutionizing Baijiu Packaging: Jincaitou by Yiyang Liu

Unveiling the Unique Design and Cultural Significance of Jincaitou

Yiyang Liu's inspiration for Jincaitou stems from the spiritual significance of Baijiu in Chinese culture. More than just a beverage, Baijiu is a witness to life's most important moments, such as weddings, birthdays, and festivals. Liu wanted to imbue the packaging with a sense of happiness and auspiciousness, aligning with the Chinese custom of seeking good omens during celebrations and significant life events.

What sets Jincaitou apart is its emphasis on the quality of the liquor itself. The packaging features a colored painting of a dancing lion, jade ruyi, and magpie, all of which represent good omens in Chinese culture. This design not only reduces cost but also appeals to the working class interested in Baijiu, striking a balance between quality and cost-efficiency.

The realization of this design involves a blend of modern and ancient techniques. The cap, made from food-grade material, ensures safe drinking. The pattern on the cap combines modern decal and ancient enamel techniques, while the packaging box utilizes leading techniques in the modern packaging industry. This approach allows for high efficiency and low cost under large-scale production, while also satisfying individual customer requirements for quality and gift-giving aesthetics.

The design specifications of Jincaitou are Width 105mm x Depth 105mm x Height 260mm. The design tags include Gold Trophy, Baijiu Packaging, Enamel Techniques, Dancing Lion, and Jade Ruyi. The design was realized with the assistance of Yiyang Liu's team.

The design interaction involves traditional elements symbolizing happiness and auspiciousness. The front of the package features a dancing lion, jade ruyi, and magpie, while the backside vividly depicts the liquor-making techniques of Guijiu Group. The project, which began in Shanghai in July 2020, was completed in March 2021 and went on sale in the same month.

According to Liu's pre-project research, Baijiu has gradually become more affordable with the advancement of production processes. As a result, a cost-efficient and classy Baijiu like Jincaitou is likely to be popular in the market. Despite the challenges of the porcelain jar's strict firing process, which has a rejection rate as high as 40%, the design was successfully realized and awarded Silver in A' Packaging Design Award in 2021.