Traditional Kaoliang Liquor

Guoji Jiufang Traditional Kaoliang Liquor is a baijiu brand created by Guo Daxia, a Douyin content creator with nearly 15 million followers. Known for filming martial arts videos in his family’s traditional distillery, he has built a distinctive brand that celebrates both Chinese kung fu and baijiu culture.We designed this 2.5L Sealed Cellar Edition as a new product for the brand. The packaging stays true to Guoji Jiufang’s signature visual language, featuring a restrained, handcrafted aesthetic that conveys authenticity, tradition, and the timeless spirit of Chinese baijiu.

Curator’s Insight

The challenge here is one of authentication rather than decoration. Baijiu as a category is crowded with references to heritage, so the packaging has to do more than gesture at history, it has to feel excavated rather than referenced.

The rope and burlap system is doing the heaviest lifting. Rather than printing a pattern that suggests handwork, the studio committed to actual hand-tied knots as the primary structural and visual device, which means no two units are perfectly identical. That inconsistency reads as authenticity precisely because it can’t be mass-produced cleanly. It’s a material choice that argues against efficiency in order to argue for legitimacy.

The faceted ceramic bottle underneath supports this same logic. Its angular shoulders and matte, sand-like finish avoid the glassy shine associated with contemporary spirits packaging, instead recalling fired clay vessels pulled from storage rather than a production line. The red wax-style seal, both on the burlap and repeated on the bottle neck, functions as the one controlled, brand-consistent element in an otherwise irregular system, giving the eye a fixed point of recognition amid the texture.