Guizhou Moutai Maoyuan Jiu Envàs de licor by Luo Heng

Guizhou Moutai Maoyuan Jiu Envàs de licor by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award d'Argent in Disseny d'Embalatge Competition Category.

ArgentEmbalatge· 2022

Guizhou Moutai Maoyuan Jiu Envàs de licor

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award d'Argent Winner in Embalatge Category

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Verified Award Winner
Verify Award Status for #133947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guizhou Moutai Maoyuan Jiu Envàs de licor

Guizhou Moutai Maoyuan Jiu és un disseny d'envàs per a un licor xinès. L'ampolla està feta de vidre amb un procés de sorrejat i un logotip repujat en or rosa. El coll s'acaba amb un procés de polvorització metàl·lica, i la part superior de la tapa està repujada amb imitació de vidre. La caixa exterior utilitza estampació en calent i repujat. El verd fosc i el daurat conformen la gamma cromàtica principal. Els motius d'onades fan referència al riu Chishui utilitzat en la producció, mentre que una deessa voladora a la tapa i una grua amb branques de pi al coll segueixen motius tradicionals xinesos.

The Recognition

About the A' Design Award d'Argent

Guizhou Moutai Maoyuan Jiu Envàs de licor és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Guizhou Moutai Maoyuan Jiu Envàs de licor sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Guizhou Moutai Maoyuan Jiu Envàs de licor és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Behind the Design

Press Kit

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

Unique Properties: By drawing the inspiration from the essence of Chinese traditional culture, the design of Maoyuan bottle adopts a Chinese style design concept to integrate Chinese traditional culture and the culture of Moutai-flavor liquors. It uses a bold dark green and gold color scheme and symbolizes some traditional graphics to permanently inherit the legend of Moutai.
Dimensions & Packaging: The flying goddess is carved on the top of the bottle top, and on the neck is a picture of pine branches on a crane, which creates a great artistic beauty. The gilt logo of the Moutai Group printed on the bottle and the wave patterns of Chishui River highlight the geographical advantage possessed by the brand by using Chishui water for liquor production. It also highlights the Moutai image.
Tags: Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the neck uses metal spraying process; the top of the lid is embossed with imitated glass; the box uses hot stamping process and embossing process.
Design Challenge: Challenge: To create a unique visual brand symbol;
The design of the cap edge is a streamlined abstract symbol of the wavy water pattern of the Chishui River, which implies the source of the Chishui River and forms a unique visual symbol of Maoyuan. With Chinese elements such as the flying goddess on the top of the lid, the crane picture on the neck, plus the gilded logo, the overall visual experience is more elegant.
Research: Research type: liquor packaging design;
Research goal: to present the understanding and interpretation of Moutai-flavor liquor and Chinese culture through packaging;
Research direction: integrate Chinese traditional culture and Moutai flavor Baijiu culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Through the organic integration of Chishui River element and Chinese style elements, it better inherits the ancient Moutai brewing method and brings drinker back to the most precious memories.
Inspiration: The elegant and streamlined visual language of the Maoyuan bottle implies the source of the Chishui River. The bottle adopts dark green as the main color, which symbolizes a vigorous and endless life, while the golden decorations add a noble and luxurious sense.
Project Duration: The project started in November 2019 in Jiangxi and finished.
Operation Flow: Maoyuan Jiu uses Chinese traditional embossment culture with streamlined design to achieve the gracefulness and modern sense of the whole product for better inheritance and development of traditional culture. The product is of great collection value.
Team Members: Luo Heng
Image Credits: Luo Heng