Project Overview

Langjiu Estate · Cave-Aged Baijiu Series originates from three natural karst caves (Tianbao Cave, Dibao Cave, and Renhe Cave) along the left bank of the Chishui River, harnessing their 180-million-year geological history and naturally constant microclimate to craft an exceptional line of premium Jiang-flavor Baijiu (Chinese liquor). Its packaging ingeniously transforms the natural marvels of these caves, the precious value of cave aging craftsmanship, and the profound philosophy of time-honed maturation into tangible visual and tactile experiences, striking a balance between collection value and artistic elegance to establish an upscale brand image.

Organisation

Sichuan Langjiu Co., Ltd

Team

Bowei Wang, Jun Yu, Chaojun Wang, Lina Qiu, Zhuang He, Hui Chen, Yufan Yang, Jun Liu, Danqing Yue, Shifeng Liu

Project Brief

Inspired by three natural karst caves along the left bank of the Chishui River, the packaging seamlessly integrates related elements (natural topography & rock textures & light and shadow) into its design. The box’s top resembles a mountain peak, suggesting the product is nurtured by the essence of nature. Its outer layer, made from a transparent material, reveals a miniature diorama of Tianbao Cave’s interior—mysterious and rare. Inside the box, special techniques are utilized to simulate rock textures and recreate a rich play of light and shadow in the cave, immersing consumers in the charm of karst caves for Baijiu aging. The bottle echoes Jinzunbao—a landmark in Langjiu Estate, complemented by a hollowed-out design and golden patterns, exuding both luxury and elegance. The packaging captures the beauty of nature, and highlights the upscale position of the product.

Project Innovation/Need

The unique packaging cleverly combines elements associated with nature and time. It innovatively introduces a transparent material to display a miniature diorama of the cave, whereby consumers can experience the unique allure of cave-aged Baijiu even before unpacking. Through special techniques to simulate rock textures and recreate a rich play of light and shadow in the cave, the packaging creates an authentic cave atmosphere, allowing consumers to feel as if they were inside the caves of Langjiu Estate while enjoying their drink. Moreover, the meticulously designed bottle brings to mind Jinzunbao and is adorned with golden patterns, not only embodying the upscale position of the product but also emphasising its time-honed maturation and elevated value.

Design Challenge

The design process faced several challenges. Firstly, it was difficult to precisely recreate the natural topography and rock textures of karst caves. The team has collaborated with geologists for an in-depth exploration of the caves and employed high-precision 3d scanning technology to capture the details, which were then perfectly presented on the packaging through special techniques. Secondly, how to visualise the passage of time also posed a challenge. The packaging ingeniously incorporates time-related elements to suggest the product achieves precious value and premium quality through years of cave aging. This not only highlights the time-honed maturation of the product but also poetically communicates how true excellence becomes more valuable with time.

Effectiveness

The successful launch of the packaging will profoundly impact the Jiang-flavour Baijiu sector. It promises to propel innovation and evolution in Baijiu packaging design, leading the trend of the industry. The packaging transforms the cave ecosystem and cave aging craftsmanship into visual and experiential brand assets, greatly improving brand image and attracting more consumers. Moreover, it promotes the inheritance and spread of Jiang-flavour Baijiu culture, facilitating broader appreciation of the distinctive cultural heritage. The packaging will emerge as a hallmark of the Jiang-flavour Baijiu industry, contributing positively to the development and flourishing of the industry.