Moutai 1935 Alkoholi pakend by Chengdu Wanjiazu Technology Co., Ltd

Moutai 1935 Alkoholi pakend by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 Kuldauhind A' Design Award in Pakendidisain Competition Category.

KuldPakend· 2024

Moutai 1935 Alkoholi pakend

by Chengdu Wanjiazu Technology Co., Ltd

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

Kuldauhind A' Design Award Winner in Pakend 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 Alkoholi pakend

Moutai 1935 on pakend Hiina destilleeritud kangele alkoholile Guizhou provintsist. Klaaspudelit kaunistavad reljeefmustrid punasel taustal, mis kujutavad kuldseid stseene soolamüüjatest ja alkoholikaubandusest Moutai linnas. Mustrid on inspireeritud traditsioonilistest Hiina olustikumaalidest. Pudeli õlaosale on pressitud kolm ringi kuldseid virvendusi. Reljeefpind on viimistletud glasuuripihustusega, mis parandab haaret ja puutetunnetust. Tsingisulamist kork kasutab võltsimisvastase meetmena murduvat hambulist struktuuri. Kinkekarp on valmistatud ringlussevõetavast ja biolagunevast puitlaastplaadist.

The Recognition

About the Kuldauhind A' Design Award

Moutai 1935 Alkoholi pakend on Kuldauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse esmaklassilistele, imelistele ja silmapaistvatele disainidele. Kuldvõitjad on ülimalt uuenduslikud, visioonilised ja glamuurselt pimestavad looming, mis peegeldab oma disainerite geniaalsust, tarkust ja oskusi. Moutai 1935 Alkoholi pakend peaks olema kõrgelt kiidetud, suundi seadev ja monumentaalne leiutis, mis pakub enneolematut väärtust. See Kuldauhinna A' Design Award võidudisain on suurejooneline, lugupeetud projekt, mis toob suurt kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Moutai 1935 Alkoholi pakend tekitab intensiivset soovi, äratab kirge, julgustab loovust ja lummab meid.

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)