London Design Gold

2023

Guo Jiao 1573·ShiEr Zhe

Entrant Company

Insight Brand Consulting

Category

Product Design - Lifestyle

Client's Name

Guo Jiao1573

Country / Region

China

This vessel for Chinese Baijiu is a beautiful fusion of traditional Chinese culture and modern craftsmanship. Its design, named "Guo Jiao 1573·ShiEr Zhe", draws inspiration from the number "twelve(ShiEr)", which holds great significance in traditional Chinese culture. As the ancient saying goes, "Heaven is three, earth is four", and heaven and earth multiply each other into twelve, symbolising the unification of heaven and earth. The number "twelve" is considered the "great number of heaven and earth", representing the harmony between nature and mankind and the eternal cycle of life. This number has given rise to concepts such as the twelve Earthly Branches, the twelve Heavenly Stems, the twelve Chinese zodiac signs, and the twelve Chinese hours in ancient times, which are used to express time and natural science in various fields like literature, art and religion. The application of "twelve" in these fields highlights its special status.

This set of Chinese Baijiu vessels is named "Zhe", representing the traditional Chinese philosophy of "determination, conquest, breaking the old and establishing the new". This concept embodies the idea of a humanistic spirit and relationship in the world, which reflects the determination of traditional culture. The set has a profound cultural heritage that can be felt in the traditional culture of educating ideas and innovation concepts.

The design of each product in this series incorporates the concepts of "twelve" and "Zhe", with twelve folds on the surface. With modern glass craftsmanship, the Baijiu vessels reflect a gem-like lustre under the light. This draws on the essence of traditional Chinese culture and breaks through the traditional form of Baijiu vessels with the craftsmanship of a new era, showcasing the beauty of the new Eastern aesthetics.

Credits

Secretary of the Party Committee and Chairman of Luzhou Laojiao Group and Joint Stock Company
Miao Liu
Executive Deputy General Manager of Luzhou Laojiao Co., Ltd
Hongbo Wang
General Manager of Brand Image Management Center of Luzhou Laojiao Co., Ltd
Nan Jiang
Founder of YANG DESIGN
Mingjie Yang
General Manager/Insight Brand Consulting
Xiaoyu Wang
Deputy General Manager/Insight Brand Consulting
Zhaopeng Wang
Project Manager/Insight Brand Consulting
Le Liu
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