Dukang Soullink

Liquor for Shenzhen Reform Brand Consultant and Design Co.,Ltd.

Soul-link directly hit the pain point of shallow emotional expression in the new retail market, metaphor the emotional resonance of the meeting of friends with the physical characteristics of sound waves, and upgrade Baijiu from drinking consumer goods to emotional media. In line with the modern consumer's demand for spiritual consumption, the concept of leaving sound in an empty cup (the sound wave pattern is retained after the alcohol evaporates) extends the drinking experience into a carrier of emotional memory.

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Download Press Kit № 174343 Liquor for Shenzhen Reform Brand Consultant and Design Co.,Ltd. by Wei Li to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Dukang Soullink by Wei Li

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Liquor by Wei Li

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Wei Li Dukang Soullink

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Wei Li Liquor

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Shenzhen Reform Brand Consultant and Design Co Ltd Brand Logo

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Unique Properties

Dukang Soullink uses sound waves as an emotional carrier, turning flow rhythm into a visual language of soul resonance. Carved fading patterns symbolize the Eastern belief that "the more you drink, the deeper the feeling." The upper bottle reflects guarded dreams and glory; the lower, a solid foundation of lasting friendship, translating implicit Eastern bonds into a visual language for Gen Z.

Tags

Social Baijiu, Confidant culture, Eastern philosophy, Sound waves, Emotional resonance

Production Technology

Visual Aesthetics: The twin gift box presents sound wave ripples with a symmetrical structure, and the crystal texture of the bottle body and the sound pattern carving form a light and shadow interaction. The circular main visual enhances the emotional image of "eternal cycle"; Craftsmanship details: The silicone pad shock absorption process balances protection and metaphorical meaning, and the color extension effect enhances visual layering, meeting the texture requirements of gifts; User experience: The opening method of the gift box simulates "sound wave triggering", combined with emotional copywriting, allowing users to achieve emotional resonance during the unboxing process.

Design Challenge

Concept innovation: transform the physical concept of "sound wave" into emotional design language, which is different from the historical and cultural narrative of traditional Baijiu, and create a design path of "sensory emotion"; Structural innovation: The complementary design of the twin gift box breaks the conventional single bottle packaging, forming a complete sound wave pattern after combination, guiding consumers' consumption awareness of "drinking together". Market positioning: focus on the segmentation scenario of "bosom friend friendship", and accurately cut into the emotional demand gap of the social Baijiu market through customized emotional copywriting and digital passwords.

Project Duration

2025-07-01

Operation Flow

52% vol alcohol and 580ml total capacity meet the drinking and sharing needs of social Baijiu, and the capacity design (322ml+258ml) adapts to different scenarios of drinking habits. In line with the modern consumer's demand for spiritual consumption, the concept of "leaving sound in an empty cup" (the sound wave pattern is retained after the alcohol evaporates) extends the drinking experience into a carrier of emotional memory.

Research

Soullink directly hit the pain point of "shallow emotional expression" in the new retail market, metaphor the emotional resonance of the meeting of friends with the physical characteristics of sound waves, and upgrade Baijiu from "drinking consumer goods" to "emotional media". In line with the modern consumer's demand for spiritual consumption, the concept of "leaving sound in an empty cup" (the sound wave pattern is retained after the alcohol evaporates) extends the drinking experience into a carrier of emotional memory. With the theme of "paying homage to the people who give support in life", it accurately covers business gifts, family and friends commemoration and other scenes, and fills the gap in emotional narrative of social Baijiu (two-pack combination product).

Inspiration

The design inspiration comes from the emotional concept of "never forget, there must be echoes", paying tribute to the close friends who have supported each other in life. The circular main visual symbolizes the sound field of resonance between heaven and earth, metaphorically symbolizing the two-way and social nature of confidant dialogue.

Project Overview

Dukang Soullink Liquor has been a Bronze winner in the Packaging Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Image Credits

For design images and photos please credit Wei Li.

Bronze Recognition

Wei Li was recognized with the coveted Bronze A' Design Award in 2026, a testament to excellence of their work Dukang Soullink Liquor.

Wei Li Press Releases

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Dukang Soullink Wins Bronze at A' Design Award for Innovative Baijiu Packaging Celebrating Emotional Resonance

Wei Li's Dukang Soullink, a unique liquor packaging design inspired by the emotional bonds of friendship, has been honored with the Bronze A' Packaging Design Award 2026 for its creative use of sound waves and Eastern philosophy, redefining social Baijiu as an emotional medium for modern consumers.

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