Moutai 1935 Liquor Packaging by Chengdu Wanjiazu Technology Co., Ltd |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Moutai 1935 PRIMARY FUNCTION: Liquor Packaging INSPIRATION: The bottle features the illustrations inspired by traditional Chinese genre paintings, vividly portraying the salt transport of Guizhou and liquor commerce scenes. These visuals highlight the historical significance of Moutai. The three circles of golden ripples on the bottle shoulder mirror the annual rings which represent the passage of time, the Chishui River as the water source of Moutai, and the terraced fields emblematic of the diligence and artisan spirit of Guizhou people. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Moutai 1935, a classic Chinese distilled spirit from Guizhou province, showcases its cultural essence through the packaging design that embraces the concept of inheriting the essence and bearing in mind the classic. On the bottle, the relief patterns stand out against a backdrop of Chinese red, unfolding a golden scroll of ancient salt sellers buying and savoring liquor in Moutai town. The bottle shoulder is embossed with circular ripples that symbolize time, regional identity, and labour. OPERATION / FLOW / INTERACTION: The text and patterns on the bottle both feature a relief design and are enhanced with a glaze spray. This not only increases friction to prevent slipping when held, but also provides a pleasant touch and aesthetic allure. PROJECT DURATION AND LOCATION: The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The gift box of Moutai 1935 is made from environmentally friendly, recyclable and biodegradable chipboard. The bottle is crafted from the type of glass commonly used for Chinese distilled spirits. And the patterns on the bottle have been enhanced with a glaze spray to heighten the overall visual appeal. The zinc alloy cap features an innovative broken dentiform structure as an anti counterfeit measure. SPECIFICATIONS / TECHNICAL PROPERTIES: product dimensions,230 mm x 85 mm x 85 mm TAGS: Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging RESEARCH ABSTRACT: After thorough market research, the design team discovered that packaging designs for Chinese distilled spirits often look very similar and lack originality. Few highlight the history and quality of Chinese distilled spirits, and the cultural heritage of the product itself. Recognizing this gap, the design for Moutai 1935 delves into its historical context and regional traits, and further conveys them via traditional Chinese painting art to offer consumers a glimpse into Chinese liquor culture. CHALLENGE: The key challenge lay in injecting novelty into the colour scheme of Chinese red and gold, which is commonly seen in the packaging designs for Chinese distilled spirits, and ultimately creating a classic and distinguished image for Moutai 1935. To this end, the bottle uses a muted shade of red as the background hue, exuding a profound vibe. And the inclusion of Chinese genre paintings seamlessly melds the Chinese distilled spirit with stories, imbuing Moutai 1935 with a vibrant cultural essence. ADDED DATE: 2023-08-28 01:52:58 TEAM MEMBERS (4) : Chengdu Wanjiazu Technology Co., Ltd, Chengdu Sanhui Longhe Advertising Design Co., Ltd, Jing 'an Jia(General Manager& Design Director) and Yi Huang(Designer) IMAGE CREDITS: Chengdu Wanjiazu Technology Co., Ltd, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd. PROFILE: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd. It is a wholly-owned subsidiary of Moutai Group, established in 2014 and headquartered in Renhuai City, Guizhou Province. The company is mainly responsible for the marketing, promotion and sales of the Moutai brand, including the specific implementation of the positioning, planning, publicity and promotion of Moutai, as well as the management of the trademark, market research and analysis. After years of development, Kweichow Moutai Sauce Wine Marketing Co., Ltd. has become one of the leading enterprises in the Chinese wine market, enjoying high visibility and reputation. |
| AWARD DETAILS | |
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Moutai 1935 Liquor Packaging by Chengdu Wanjiazu Technology Co., Ltd is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Chengdu Wanjiazu Technology Co., Ltd. · Click here to view the profile and other works by Chengdu Wanjiazu Technology Co., Ltd. |
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