Revolutionizing Tradition: Luzhou Laojiao 1915 by Haijun Shen

Unveiling a Modern Twist to Traditional Chinese Baijiu

Shen's inspiration for Luzhou Laojiao 1915 came from the visual symbols of Luzhou Laojiao Jiangyang map, modernly refined into a bottle shaped like a sailing boat. The sailing boat logo signifies the new route of Luzhou Laojiao, symbolizing progress and vitality. The bottle's graceful arc is a nod to the flowing wine body of Luzhou Laojiao, offering a brisk and comfortable feel.

What sets Luzhou Laojiao 1915 apart is its appeal to a younger demographic. This light and luxurious Chinese Baijiu is designed to cater to individuals aged 30 to 40, a significant departure from the traditional old market. The unique properties of this design lie in its ability to declare brand value while introducing a new product.

The realization of this design involved a combination of techniques including bronzing, embossing, and color spraying on a glass bottle. The box features an affixed brand, enhancing the overall aesthetic appeal. The bottle design is not only visually striking but also provides a comfortable hand feel, thanks to the thoughtful treatment of the radian.

The design project, launched in Shenzhen in May 2020, was a year-long endeavor. The process involved extensive research, including the exploration of regional resources features of Luzhou, the brand's location. The design team also investigated the aesthetic tendencies of today's middle-aged population, ensuring the design resonated with the target demographic.

Despite the challenges of maintaining the traditional flavor of Luzhou Laojiao while introducing a modern, high-end feel, Shen and his team achieved a balance. The design was awarded Silver in the A' Packaging Design Award in 2021, a testament to its outstanding expertise and innovation.

In conclusion, Luzhou Laojiao 1915 by Haijun Shen is a remarkable example of how design can revolutionize tradition. It demonstrates the power of creativity in bridging the gap between the old and the new, and in creating products that resonate with a broader demographic. This design is a celebration of tradition, innovation, and the transformative power of design.