Mountain River and Sage
Baijiu Gift Set for Guizhou Jinsha Liquor Wine Cellar Co., Ltd.
This design is a complete ceremonial unboxing experience meticulously crafted for the high end gifting market. Its core innovation lies in a three level narrative progression, transforming the packaging from a mere container into a spiritual and cultural journey. The inspiration is drawn from the profound cultural geography of Shandong Province, symbolized by One Mountain Mount Tai, One River Yellow River, and One Saint Confucius. The aim was to break away from intricate retro styling commonly found in liquor packaging.
Download Press Kit № 182319
Download Press Kit № 182319 Baijiu Gift Set for Guizhou Jinsha Liquor Wine Cellar Co., Ltd. by Wu yao to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Mountain River Sage by Wu yao
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Baijiu Gift Set by Wu yao
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Wu yao Mountain River Sage
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Wu yao Baijiu Gift Set
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Wu yao Design Team Photo
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Guizhou Jinsha Liquor Wine Cellar Co Ltd Brand Logo
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Unique Properties
This design is a complete ceremonial unboxing experience meticulously crafted for the high-end gifting market. Its core innovation lies in a three level narrative progression, transforming the packaging from a mere container into a spiritual and cultural journey.
Tags
Premium Gift, Baijiu Packaging, Ritualistic Design, Confucian Culture, Mount Tai,
Production Technology
The outer box utilizes premium matte white art paper with precision foil stamping for the minimalist bronze pattern to achieve a modern, luxurious feel. The inner codex box is constructed from lightweight, high density engineered wood with a natural oak veneer, providing a warm, tactile finish. The inner landscape panel is printed on textured museum quality paper to enhance the artistic scroll effect. Bottle labels feature a subtle relief printing technique to complement the packaging‘s refined aesthetic.
Design Challenge
How to embody profound Confucian culture within minimalist modern aesthetics without falling into superficial retro styling? The design solves through three ritual layers white box establishes modern ceremony, wooden box transforms into codex form, landscape scroll triggers spiritual resonance allowing "Li" to be seen, touched, and felt in the unboxing moment.
Project Duration
The project started in Beijing in October 2025 and was completed in Beijing in December 2025.
Operation Flow
Reveal The user removes the sleek white outer sleeve, revealing the wooden "codex." This act signifies moving from the public brand promise to a personal discovery. Open Lifting the wooden cover mimics opening a treasured book. The user is greeted not just by the product, but by the texture and smell of wood, creating an intimate prelude. Unfold: The inner lid, designed as a multi page spread, unfolds to display a panoramic illustration of Mount Tai and the Yellow River. This "landscape scroll" frames the three bottles and the certificate, elevating the extraction of the product to a moment of spiritual appreciation.
Research
This research explores how to translate the traditional Chinese cultural symbol "Li" through modern packaging language. Taking Shandong's "One Mountain, One River, One Saint" as the cultural matrix, it investigates a progressive unboxing experience from visual to tactile, from form to spirit, achieving contemporary expression of tradition in gifting scenarios.
Inspiration
The inspiration is drawn from the profound cultural geography of Shandong Province, symbolized by "One Mountain , One River , and One Saint ." We sought to break away from intricate retro styling commonly found in liquor packaging. Instead, we used a minimalist and modern ritualistic approach to carry this heavy cultural heritage.
Image Credits
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Project Overview
Mountain River and Sage Baijiu Gift Set has been a Silver winner in the Packaging Design award category in the year 2025 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Wu yao was recognized with the coveted Silver A' Design Award in 2026, a testament to excellence of their work Mountain River and Sage Baijiu Gift Set.
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