Moutai 1935 تغليف مشروبات كحولية by Chengdu Wanjiazu Technology Co., Ltd

Moutai 1935 تغليف مشروبات كحولية by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 جائزة A' Design Award الذهبية in تصميم التغليف Competition Category.

ذهبالتغليف· 2024

Moutai 1935 تغليف مشروبات كحولية

by Chengdu Wanjiazu Technology Co., Ltd

Client: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.

جائزة A' Design Award الذهبية Winner in التغليف Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Moutai 1935 تغليف مشروبات كحولية

"ماوتاي 1935" هو تغليف لمشروب كحولي مقطّر صيني من مقاطعة قويتشو. تحمل الزجاجة الزجاجية زخارف بارزة على خلفية حمراء، تُظهر مشاهد ذهبية لباعة الملح وتجارة المشروبات الكحولية في بلدة ماوتاي. وقد استُلهمت هذه الزخارف من لوحات المشاهد الحياتية الصينية التقليدية. وتزيّن كتف الزجاجة ثلاث دوائر من التموّجات الذهبية المنقوشة بارزةً. وقد عولج السطح البارز برشّ طبقة تزجيج تُحسّن الإمساك بالزجاجة وملمسها. أما الغطاء المصنوع من سبيكة الزنك فيعتمد بنية سنّية متقطّعة كإجراء لمكافحة التزييف. وصُنعت علبة الهدية من ورق مقوّى قابل لإعادة التدوير والتحلل الحيوي.

The Recognition

About the جائزة A' Design Award الذهبية

Moutai 1935 تغليف مشروبات كحولية هو فائز بجائزة A' Design Award الذهبية، وهي تقدير رفيع المكانة للغاية يُمنح للتصاميم من الدرجة الأولى والرائعة والمتميزة. والفائزون بالذهبية هم إبداعات شديدة الابتكار وعالية الرؤية ومبهرة ببريقها، تعكس نبوغ مصمميها وحكمتهم وبراعتهم. ويُتوقع أن يكون Moutai 1935 تغليف مشروبات كحولية اختراعًا عظيم الإشادة ورائدًا وضخم الأثر يقدم قيمة غير مسبوقة. وهذا التصميم الفائز بجائزة A' Design Award الذهبية مشروع مذهل ومحترم يعود بالنفع الكبير ويوسّع حدود الفن والعلم والتصميم والتكنولوجيا. ويخلق Moutai 1935 تغليف مشروبات كحولية مشاعر رغبة قوية، ويثير الشغف، ويشجع الإبداع، ويفتننا.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: product dimensions,230 mm x 85 mm x 85 mm
Tags: Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging
Production 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.
Design 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.
Research: 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.
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.
Project Duration: The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.
Operation Flow: 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.
Team Members: Chengdu Wanjiazu Technology Co., Ltd
Chengdu Sanhui Longhe Advertising Design Co., Ltd
Jing 'an Jia(General Manager& Design Director)
Yi Huang(Designer)