Yelang Gu × Lamborghini Co-branded Packaging Design

Yelang Gu joins hands with Lamborghini to launch a cross-industry collaborative liquor packaging design. Anchored in “mechanical dynamism” and “Eastern mysticism,” the packaging transforms Lamborghini’s visual codes—streamlined profiles, hexagonal geometry, and V12-engine precision—into sculptural design language. This merges seamlessly with Yelang Gu’s symbolic heritage: ancient calligraphic beauty, zodiac philosophy, and celestial mapping. The result is a packaging work that embodies both sculptural finesse and cultural resonance.
Breaking away from the flat convention of typical liquor packaging, this three-dimensional structure is architected like an engine enclosure—layered, contoured, and charged with motion. The surface transitions from bold to delicate lines, creating a dynamic rhythm of light and shadow. A recessed silver-metal badge crowns the top, inspired by Lamborghini’s iconic Y-spoke rim design, exuding mechanical elegance. Carbon fiber-inspired specialty paper gives the packaging a tactile and visual lightness, expressing an elevated aesthetic of futuristic industrial refinement.
Subtle yet rich in meaning, the design integrates Eastern iconography: Taurus constellations, seal-script characters, and mythic glyphs are interlaced with geometric clarity. The secondary label section is arranged in a rotating, celestial sequence, inviting the user to slowly uncover the narrative by rotating the bottle. Typography morphs into embossed stamps, forming a graphic system of symmetrical balance and symbolic tension—transforming the package into a visual riddle of cultural memory.
The dual-pull layered box emulates the slow, deliberate lift of a supercar engine hood. With bold contrasts of silver and black, coupled with delicate paper grain and metallic reflections, the unboxing becomes an experiential unveiling—much like a kinetic art piece. As your fingers trace over textures and reveal visual layers one by one, the process evokes emotion and awakens aesthetic appreciation, transforming functionality into ritual.
Based on geometric slicing and bold angularity, the packaging evokes a sculptural industrial form. The deep black mass is counterbalanced by silvery metallic accents, giving the sensation of energy coursing through a mechanical body. With precise symmetry and architectural tension, the structure becomes a play of light and shadow—resulting in a packaging piece that serves both as a container and a three-dimensional object of art.