Guotai Longjiu Zuncang: A Confluence of Imperial Majesty and Modern Design

Ying Song Brand Design Merges Tradition with Innovation in Baijiu Packaging

The design team at Ying Song Brand Design Shenzhen Co., Ltd has meticulously crafted a packaging concept that stands out in the realm of Chinese Baijiu. The packaging's silhouette echoes the form of an emperor's jade seal, a symbol of authority and power in ancient China. The design is further enriched by the inclusion of a five-clawed golden dragon pattern, reminiscent of the opulent dragon robes worn by emperors, and woven using traditional techniques that add a layer of cultural authenticity and complexity to the product.

Guotai Longjiu Zuncang's unique properties lie in its representation of the "Dragon," a high-end product from the renowned Chishui River liquor-producing region. The golden visual centerpiece of the design evokes the winding path of the Chishui River as it traverses the Yunnan-Guizhou Plateau, while simultaneously conjuring the image of a dragon soaring amidst the clouds. The use of ceramics for the bottle, shaped to resemble an imperial seal, coupled with the brocade wine label, mirrors the emperor's dragon robe, signifying the exclusivity and luxury of the product.

Realizing this intricate design was a formidable challenge, particularly in accurately depicting the complex dragon patterns on the woven fabric. The design team embarked on an extensive study of royal dragon motifs, aiming to replicate the elegance and fluidity of classical patterns. The process involved translating hand-drawn designs into pixelated data that could be interpreted by looms, ensuring the brocade fabric faithfully represented the original artwork. This intersection of art and technology underscores the value of Chinese brocade and its historical significance.

Technical specifications of the bottle include dimensions of 90mm x 90mm x 215mm, with materials comprising ceramic, metal, and brocade. The bottle is sealed with a metal cap, ensuring both aesthetic appeal and functional integrity. The design project, initiated in Shenzhen in October 2022, reached completion in December 2023 and was introduced to the Chinese market shortly thereafter. The design's success is attributed to thorough research into consumer preferences and the seamless integration of design and production technologies.

The Guotai Longjiu Zuncang project has been recognized for its design excellence with a Bronze A' Packaging Design Award in 2024. This prestigious accolade celebrates the project's innovative approach to combining historical motifs with modern design principles, setting a new benchmark for luxury Baijiu packaging. The Ying Song Brand Design team, led by Creative Director Yingsong Chen and supported by designers Li Haibo, Cheng Wenbing, and 3D artist Hu Wei, has achieved a harmonious balance between reverence for tradition and the pursuit of contemporary elegance.

In conclusion, the Guotai Longjiu Zuncang packaging design by Ying Song Brand Design Shenzhen Co., Ltd is a testament to the enduring influence of China's imperial heritage, reimagined through the lens of modern design. It stands as a beacon of innovation, artistry, and cultural pride, encapsulating the spirit of a nation that reveres its past while boldly embracing the future.