“Tai” Baijiu Bottle

[Taixiangjiao x Guyi Design] New Online “Tai” Baijiu Bottle Design

Taixiangjiao
Golden Edition Upgrade
Glorious Years

A Legendary Generation
In Its Prime

Guyi’s Services for This Project:

• Product concept development

• Baijiu bottle design

• Baijiu gift box design

• Bottle craftsmanship and prototyping

• Gift box craftsmanship and prototyping

• Product video production

• Product image rendering

Project Title: Taixiangjiao · Legend / Elegance
Client: Guizhou Qianjiu Co., Ltd.
Scope: Mainstream product design for both online and offline channels
Team: Guyi · Brand Packaging Design Department
Note: Original design by Guyi. Patent and copyright certificates completed.

Taixiangjiao, founded in the 1950s, is one of the two state-owned distilleries in Maotai Town and a time-honored Guizhou brand. Since 2021, Taixiangjiao has partnered with Guyi to create a series of hit products, with sales performance proving their market success. This strong foundation of trust has enabled both sides to achieve remarkable results:

• For Taixiangjiao: impressive breakthroughs in online channels.

• For Guyi Design: development of a unique design system tailored for online products.

The evolution from Product 1.0 to Product 2.0 ignited the market through three major differentiators:

1. Bottle Shape Differentiation: Upgrading the classic bottle silhouette with a distinctive “Tai” character design.

2. Material Differentiation: Combining metallic materials with a modern, youthful style to create a light-luxury, high-appeal baijiu product.

3. Channel Differentiation: Tailoring creative “multi-use” design concepts for online channels, sparking conversations in live-streaming rooms and driving sales.

In the second half of 2023, the collaboration once again delivered a flagship launch: Taixiangjiao · Legend / Elegance.

• The Elegance Edition (online) topped best-seller charts for baijiu.

• The Legend Edition (offline) sounded the horn for the brand’s next market push.

The design draws inspiration from the brand itself, beginning with a fresh reinterpretation of the first character in its name, “Tai” (台). Rather than sticking to rigid tradition, the design embraces an international aesthetic.

The triangle became the core design element:

• It is the most stable geometric figure, symbolizing cohesion and balance.

• Depending on its angle, it also conveys stability, dynamism, motion, and direction.

• Metaphorically, it represents Taixiangjiao’s “Iron Triangle” advantage — a stable cycle between distillery, brand, and consumer, rooted in quality and innovative marketing.

The product image reflects this philosophy: a golden baijiu bottle embodying “glorious years,” its silhouette forming a commanding triangular stance. Details include:

• A traditional “Tai” character and lattice motifs engraved on the cap.

• Classical Ruyi patterns blended with the body design, adding both ritual and elegance.

Materials & Sustainability

The packaging adopts a new TEPP foam material.

• This innovative choice not only gives the product a unique edge but also strengthens protective performance during transport.

• TEPP foam is among the fastest-growing eco-friendly materials, known for its cushioning, insulation, pressure resistance, and recyclability.

• It is reusable and biodegradable, aligning with modern sustainability standards.