Project Overview

The Laizhou Single Malt Whisky The Inaugural Edition is the first limited-release bottling from the Laizhou brand. This Inaugural Edition combines nearly ten different cask types, including the distinctive Chinese yellow wine and Mongolian oak casks that imbue this whisky with a distinctively Chinese character. Furthermore, its innovative packaging design adds a unique essence of Chinese culture to this whisky. Embracing the theme of "Tradition and Modernity," the packaging intricately blends traditional Eastern motifs with sleek contemporary elements, resulting in a visually striking and elegantly coherent aesthetic.

Organisation

BACCHUS LIQUOR (CHENGDU) CO., LTD

Team

Renquan Xiang, Ping Mu, Yan Zhang, Wanting Tang, Sijia Liang, Jielu Wang, Hufei Yu, Ming Ke, KEE ONN KUAN

Project Brief

The Laizhou Single Malt Whisky The Inaugural Edition embodies the distillery's relentless pursuit of quality and flavour in Chinese whisky. To highlight its superior quality and deeply convey the brand's cultural heritage and innovative spirit, an exquisitely crafted package has been designed. This packaging not only pays homage to traditional Chinese culture but also showcases the brand's forward-thinking approach and innovation, significantly enhancing the product's recognizability and appeal.

Project Innovation/Need

- The packaging combines unique visual beauty with cultural heritage. The neck of the bottle is shaped to mirror the contours of Laizhou Distillery's iconic pot stills, honoring the age-old craftsmanship of whisky-making and signifying the unwavering commitment to excellence and expertise.

Meanwhile, the shoulder of the bottle takes inspiration from the natural, spiraling growth of bamboo, exuding a sense of vitality and strength. A trapezoidal engraving reminiscent of architectural symbols found at the Laizhou Experience Center adorns the front of the bottle, providing a striking visual appeal that captures the eye. Additionally, the bottle bottom mimics the pattern of wooden planks pieced together from casks, showcasing Laizhou Distillery's unique advantages in cask-making technology and barrel aging techniques.

- The gift box innovatively uses a non-traditional structure that is square on top and round at the bottom, inspired by the "Container of Light" trapezoidal appearance. Over six months and eight iterations were invested to ensure the gift box perfectly mirrored the architectural elegance while exquisitely presenting the whisky. The surface of the gift box is adorned with intricate wood grain patterns inspired by the cross-sections of timber stacking, symbolizing a beautiful synergy between nature and craftsmanship.

Moreover, the gift box opens in a blooming fashion, symbolizing the hopeful future of China's whisky industry. Creating each gift box requires more than 50 manual processes and an entire week to complete. This dedication and craftsmanship imbue the product with heartfelt sentiments, making it not just a gift but a cherished treasure.

Design Challenge

The design challenge was how to use modern design techniques to showcase traditional Eastern elements, thereby enhancing the sophistication and uniqueness of the packaging. Therefore, the bamboo-inspired design on the bottle's shoulder does not merely replicate the natural form of bamboo but employs abstract lines and swirling textures to give the bottle a dynamic and powerful beauty, preserving the cultural symbolism of bamboo while adding a modern touch.

The neck design outlines the pot still's contour with simple lines, reflecting both the whisky-making tradition and a minimalist modern aesthetic. Additionally, the wood grain patterns on the gift box's surface, through delicate lines and rich layers, display naturalistic Eastern aesthetics.

Effectiveness

- In selecting materials for the gift box and packaging, the design team prioritized using recyclable, eco-friendly materials, meeting the expectations of modern consumers for sustainability while demonstrating respect for the natural environment. The back label material is made from post-consumer recycled (PCR) components, with about 90% recycled content, helping to mitigate environmental issues caused by plastic waste, aligning with Laizhou Distillery's philosophy of "Born from Nature." The cork stopper is sourced from the bark of cork oak trees over 30 years old. Cork oak trees have a regenerative process—after bark harvesting, they absorb more carbon dioxide to regrow lost bark, thus protecting ecosystem biodiversity.

- This packaging design seamlessly merges traditional Eastern elements with modern design concepts, staying true to the original aspiration of "making Chinese whisky" and continuously exploring the deep integration of Chinese flavours and local culture, thereby promoting the prosperity of the whisky industry.