“Tai” Baijiu Bottle
[Taixiangjiao x Guyi Design] New Online “Tai” Baijiu Bottle Design
TaixiangjiaoGolden Edition UpgradeGlorious Years
A Legendary GenerationIn 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 / EleganceClient: Guizhou Qianjiu Co., Ltd.Scope: Mainstream product design for both online and offline channelsTeam: Guyi · Brand Packaging Design DepartmentNote: 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:
Bottle Shape Differentiation: Upgrading the classic bottle silhouette with a distinctive “Tai” character design.
Material Differentiation: Combining metallic materials with a modern, youthful style to create a light-luxury, high-appeal baijiu product.
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.
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