The fragrance is authentic and the memory of the times.

Luzhou Laojiao Tqu Liquor, a typical representative of Luzhou-flavor liquor, is famous for its unique style of "mellow and rich, clear and sweet, especially after drinking, and long aftertaste. The "Gongnong Brand" special music wine in the 60s was a hard-to-find product after the founding of the People's Republic of China. It was deeply rooted in the hearts of the people with the image of "old county magistrate". It not only reflected the trend and feelings of the worker-peasant alliance, but also the highest quality in the 60s. Representative is a memory of an era.


Customer Service: Luzhou Laojiao
Service Team: OCD Jiagu Wen Creativity
Main creators: Liu Wen, Liu Weijun
Service Content: Brand Strategy | Market and Consumer Analysis | Product Matrix Sorting | Brand Visual Image Upgrade | Packaging Design

Designed by OCD

Luzhou Laojiao Special Music 60 Edition "Red 60" | Luzhou Laojiao Special Music 60 Edition Re-engraved "Gongnong Brand" Special Music Wine


In 2014, Luzhou Laojiao created 60 editions of special music with "low-key quality doctrine" as its brand image, re-engraved the image of "Gongnong Brand" special music wine, and opened the trend of re-engraving of famous wine, becoming a large single product with sales exceeding 100 million yuan. As a representative of Chinese excellent traditional culture, liquor plays an indispensable role in banquets, and Luzhou Laojiao, the "originator of strong fragrance", has always been recognized and loved by various consumer circles, occupying "one seat" in the banquet market ".

In order to create a model of the quality of China's famous banquet liquor and contribute to consumers a sub-high-end banquet liquor product with excellent quality, brand and taste, Luzhou Laojiao's blockbuster product "Red 60" tailored for the banquet market was officially launched during the National Day. OCD Jiaguwen Creativity has optimized and upgraded the packaging vision and technology of "Red 60", perfectly re-engraved the classic appearance of Chinese famous wine, integrated with traditional Chinese festive elements, and fully met the needs of high-quality Chinese banquets.

Retro aesthetics, design optimization


The iconic "worker-peasant image" pattern evokes people's memories of the "worker-peasant alliance" and reflects the retro trend and unique feelings. The pattern on the outer box packaging presents a more modern image by modifying the details.

Famous wine re-engraved, interpretation of classics


Starting from the positioning of "Jubilee Banquet Magenta 60", "Red 60" uses elegant champagne gold with elegant and atmospheric retro red to create a happy celebration atmosphere.

The appearance of the retro bottle of Tequ wine has a very high degree of recognition. The "Red 60" continues the transparent glass bottle body, and adopts materials with better texture and stronger permeability, making the bottle body look more classy and showing a low-key and luxurious temperament.

After optimizing the pattern of the bottle sticker, the lines are soft and delicate, and are matched with various techniques such as embossing and local bronzing, which shows the noble temperament and meets the needs of high-quality Chinese banquet. The color and vision of the outer box, handbag and outer box are coordinated and unified with the product, which expands the product identification and makes the banquet table more connotative, quality and grade.

Ingenuity, reconstructing the pattern of banquet liquor

The radiant "Red 60" is a detailed extension of the 60th edition of the special song based on the original product. The classic legend is once again interpreted. Luzhou Laojiao and OCD Jiagu Wen's creativity reconstructs the brand pattern of banquet liquor with the appearance of a model of Chinese banquet liquor quality.