National Cellar 1573 x Jia Ancient Chinese Creativity | Gift World Cup
Let the world taste this cup!

Customer Service: National Cellar 1573 · 2022 Qatar World Cup Commemorative Edition
Service Team: Group 1 of Jiaguwen Creative 5A Project | DTC Brand Innovation Center
Service Content: Brand Strategy | Packaging Design | Bottle Design | Liquor Design | Brand Design | World Cup Design


Luzhou Laojiao is one of the four famous wines in ancient China, "the originator of strong fragrance, the master of wine". Its high-end liquor brand Guojiao 1573 originated from the "National Treasure Pit Group" built in the Wanli period of the Ming Dynasty (that is, 1573 AD). It is brewed using the traditional brewing techniques of Luzhou Laojiao wine. It is a Chinese material cultural heritage and Chinese intangible cultural heritage. Representative works of cultural heritage.


In 2018, Luzhou Laojiao's high-end liquor brand Guojiao 1573 became the only Chinese liquor brand that entered the official hospitality box of the Russian World Cup in 2018, marking an important milestone in the internationalization of Chinese liquor and bringing "Chinese flavor" to the World Cup for the first time ".


In 2022, Qatar's World Cup will hit strongly and will be held from November 21 to December 18! As the opening ceremony is approaching, Luzhou Laojiao Guojiao 1573 joined hands with OCD Jiagu Wen to create a commemorative edition of the National Cellar 1573 · 2022 Qatar World Cup, incorporating a large number of Qatar World Cup elements and 2022 the World Cup with Chinese liquor.

The Qatar World Cup logo follows an abstract interpretation of the trophy, using traditional Arabian wool shawl elements, and also contains the "infinite" symbol. Inspired by Qatar's World Cup and football culture, we have extracted relevant elements for packaging vision, "every bottle is honored".

The main color represents courage, courage, and dignity. It is taken from the official standard color system of the 2022 Qatar World Cup. It is closely connected with the World Cup and belongs to the same color system as the red of the national cellar, symbolizing the passion of the World Cup.

The elements of "circle" and "vertical line" are extracted from the center circle and center line of the stadium, and combined with their application, the name of "national cellar 1573" is skillfully combined with the football center line to reproduce the green field on the bottle body and create a strong football atmosphere.

The bottle cap is used in combination with the ancient Cuju and Mobius ring symbols, which echoes the "infinite" symbol meaning of the Qatar World Cup logo, and is decorated with the color of the national flag, representing the infinite and eternal football spirit and attitude of the World Cup.

On the basis of the national cellar 1573 bottle, the World Cup elements are incorporated to make the product more vivid and visual. The name of "National Cellar 1573" is skillfully combined with the football midfield line. The bottle body part adopts a gradual change form, making the whole more fashionable and international.

The upper part of the box is made of transparent acrylic, and the lower part is made of flocking cloth. Touching the box is like touching a football field. There is a sharp contrast between several materials to meet the visual and auditory spiritual feelings and create a complete product experience.

As a representative of Chinese famous liquor, Luzhou Laojiao's cooperation with the "World No. 1 Tournament" World Cup has demonstrated the charm of Chinese liquor and culture to the world, allowing the world to taste this cup. In 2022, Luzhou Laojiao Guojiao 1573 and Jiaguwen Creativity jointly created the World Cup in Qatar with Chinese liquor and applauded the World Cup!