Celebrating Tradition with Innovation: The Cong Tai Baijiu

Wen Liu and Junyi Xiao's Award-Winning Design Merges Chinese Culture with Modern Aesthetics

The Cong Tai Baijiu's design was inspired by the catch on a Chinese ancient architecture door, symbolizing the rat as the first zodiac that opens the door of the Chinese year. The design cleverly incorporates the form of a rat and a coin, suggesting wealth and auspiciousness. The radiant effect on the external side of the design adds a lively atmosphere, while the marble ceramic material used for the bottle showcases Chinese characteristics.

What sets this design apart is its commemorative value. Created to welcome the year of the rat in 2020, the design carries a memorable meaning for the year. The bottle, made of ceramic, uses the technology of water transfer printing, demonstrating the designers' innovative approach to material and technology use.

The packaging box measures 160mm in length, 130mm in width, and 320mm in height. The design features elements of illustration, craft, and Chinese culture, with a focus on the zodiac Baijiu and the rat. The design team, which also includes Huimin Gong and Weijie Kang, worked collaboratively to bring this vision to life.

One of the main goals of the design was to convey Chinese traditional culture to the world and encourage a deeper appreciation for it. The project, which started in March 2019 and finished in April 2019 in Shenzhen, was a result of extensive research and understanding of the rat as a symbol in Chinese culture.

The designers faced the challenge of transforming the image of the rat into an anthropomorphic figure, breaking away from traditional impressions. By doing so, they were able to create a design that could be better accepted and spread. The design combines modern and traditional elements to create a fashionable effect, with the label featuring the shape of a rat and a coin to convey a rich and auspicious idea.

The Cong Tai Baijiu design was awarded Silver in the A' Packaging Design Award in 2020, a testament to its outstanding expertise and innovation. The design, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.