Moutai Liquor by Yu Kai Liu is a highly esteemed winner of the very prestigious 2020 Bronze A' Design Award in Packaging Design Competition Category.

BronzePackaging· 2020

Moutai Liquor

by Yu Kai Liu

Client: Shenzhen yoto Packaging Technology Co.,Ltd.

Bronze A' Design Award Winner in Packaging Category

17,708

Verified Award Winner

Verify Award Status for #101364

View at A' Design Award Press Release Award Badge

Colors

The Design

About Moutai Liquor

Moutai is a packaging design for a Chinese baijiu liquor. The box is the first to apply the pull-card changing pattern principle to a packaging structure. When a card is pulled, the printed illustration changes, revealing the twelve Chinese zodiac animals and mythical figures gathered for a feast in Maotai Town. The illustrations refer to traditional Chinese culture and aesthetics. The bottle is made with ceramic technology. Three-dimensional low-temperature embossed paper is used to keep the patterns faithful. The box measures 140 by 125 by 300 millimeters.

The Recognition

About the Bronze A' Design Award

Moutai Liquor is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Moutai Liquor is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Moutai Liquor splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.

Image Analysis

Color Temperature: WarmSymmetry: Both DirectionsBackground: Left and Right

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The packing box skillfully uses the pull change pattern principle to combine the pattern, breaks the conventional packaging, can change the fairy pattern, and expounds the fairy trace of Maotai wine more vividly. Unique illustration style and different shapes of the zodiac gathered in Maotai Town, opened a grand feast.
Dimensions & Packaging: Box size:140（ mm）X125（ mm）X300（ mm）
Ceramic bottle capacity:500ml
Bottle height diameter
Tags: maotai, baijiu, illustration, zodiac, packaging design
Production Technology: It is the first to apply the principle of drawing and changing card in the box shape of packaging. Ceramic technology is an important embodiment of Chinese art. Three-dimensional low-temperature embossed paper can better reflect the pattern fidelity.
Design Challenge: The relationship between the zodiac and Maotai,How to apply the changing pattern of drawing to the packing box
Research: Create a new moutai twelve zodiac wine, after thinking about how the twelve zodiac, make the grand scene. Illustrator is a kind of test, through a variety of ways to try, the final formation of the current style of illustration. Packaging box is the principle that changes a design from an Angle, let a person have a kind of immersive feeling. The design adopts a novel approach and combines the Chinese zodiac, traditional culture and aesthetics. The legend of making wine with twelve Chinese zodiac animals and gods set off the unprecedented grand banquet in maotai town.
Inspiration: Pull the changing fun card to awaken the memory of childhood, change the new Maotai Town 12 zodiac signs and fairies in tasting wine, creating a feast belonging to our younger generation. Different morphological characteristics represent Chinese women's Ode to Joy together
Project Duration: The project started in shenzhen in October 2019 and was completed in shenzhen in February 2020.
Operation Flow: Skillfully use the concept of changing patterns, fully embodies the vivid picture, let people have a kind of impulse to try. Elaborate drawing of the twelve zodiac patterns, a heavenly feast, people linger.
Team Members: Designer：Yu Kai Liu
illustrator：Cheng Tian Sheng
Art Director:Su Yong
Dsign Directo:Li Yu Chun