Moutai Shengyue Flying Fairy Envàs de licor by Ying Song Brand Design Shenzhen Co, Ltd is a highly esteemed winner of the very prestigious 2025 A' Design Award d'Or in Disseny d'Embalatge Competition Category.

OrEmbalatge· 2025

Moutai Shengyue Flying Fairy Envàs de licor

by Ying Song Brand Design Shenzhen Co, Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award d'Or Winner in Embalatge Category

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Verified Award Winner
Verify Award Status for #169249

View at A' Design Award Press Release Award Badge

Colors

The Design

About Moutai Shengyue Flying Fairy Envàs de licor

Moutai Shengyue Flying Fairy és un disseny d'envàs per a un licor baijiu xinès. El disseny s'inspira en les figures de fades voladores pintades als murals de Dunhuang, en particular el déu de la música de la Cova 401 de les Grutes de Mogao, representat sostenint un instrument sheng amb una postura elegant. El color principal és el vermell carmesí de gasa, un color tradicional xinès, i el patró del tap metàl·lic de l'ampolla està elaborat amb una tècnica tradicional d'esmalt. La caixa s'obre pel costat dret i conté a l'interior una estructura de dues capes amb motius de núvols. El conjunt mesura 140 per 105 per 280 mil·límetres i utilitza paper, ceràmica i metall.

The Recognition

About the A' Design Award d'Or

Moutai Shengyue Flying Fairy Envàs de licor és un guanyador del guardó A' Design Award d'Or, un reconeixement immensament prestigiós concedit a dissenys de primera categoria, meravellosos i extraordinaris. Els guanyadors d'Or són creacions summament innovadores, molt visionàries i gloriosament enlluernadores que reflecteixen el prodigi, la saviesa i la destresa dels seus dissenyadors. Es preveu que Moutai Shengyue Flying Fairy Envàs de licor sigui un invent molt elogiat, pioner en tendències i monumental, que aporta un valor sense precedents. Aquest disseny guanyador del guardó A' Design Award d'Or és un projecte espectacular i respectat que beneficia molt i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Moutai Shengyue Flying Fairy Envàs de licor crea sentiments intensos de desig, evoca passió, fomenta la creativitat i ens fascina.

Behind the Design

Press Kit

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

Unique Properties: The brand logo is from Flying Fairy pattern in the Dunhuang murals, and the design also adopts the image of music god in Cave 401 of Dunhuang Mogao Grottoes. This Flying Fairy holds the sheng with hands, with a graceful posture and a sense of agility. The bottle cap pattern also comes from the same cave, use traditional enamel technique. The main color Crimson yarn, is also a traditional Chinese color. The design depicts the elegant, luxurious and ethereal posture of the Sui Dynasty.
Dimensions & Packaging: A box and a bottle / 140 mm*105 mm*280 mm / Paper, ceramics, metals/
Tags: Chinese Baijiu packaging, packaging design, Flying Fairy, Dunhuang frescoes, Enamel
Production Technology: We have referred to a large number of Dunhuang murals as the basis for design elements, striving to perfectly showcase the beauty of the Flying Fairy in Dunhuang murals in packaging design. We have done a lot of verification in terms of shape, color, and element details. Finally, we have presented the beauty of Dunhuang murals in this product packaging.
Design Challenge: How to perfectly present the Flying Fairy element in Dunhuang murals on packaging, and how to visually present the Flying Fairy flying out of Dunhuang murals. It is the hardest to express.
Research: Type of Research: Baijiu packaging, Research Objectives : promote project sales, Methodology: design a new project, data collection: start from customers' purchase preferences, Tools Used: design software, effect: the project is successfully launched, and sales are very good.
Inspiration: The idea from the Flying Fairy image in Dunhuang murals. There is a music god in Cave 401 of Mogao Grottoes, with a beautiful posture and flowing ribbons, perfectly matching the brand image. The pattern on the bottle cap also comes from the same cave. And we also adopted the traditional mural style hand drawn style in the illustrations of this design.
The 2 layered cloud pattern structure inside the box want to give consumers a visual impact of the Flying Fairy flying out of Dunhuang murals.
Project Duration: The project started in Shenzhen in October 2023, was completed in December 2024, and was launched for sale in China on January 5, 2025.
Operation Flow: The box is opened from the right side, and the bottle is opened from the top metal cap
Team Members: Shuo Yu
Yingsong Chen
Wenbing Cheng
longKun Zou
Huandi Li
Image Credits: Image #1: Creator Yingsong Chen, 2024
Image #2: Creator Yingsong Chen, 2024
Image #3: Creator Yingsong Chen, 2024
Image #4: Creator Yingsong Chen, 2024
Image #5: Creator Yingsong Chen, 2024