Moutai 1935 Likore Ontziratzea by Chengdu Wanjiazu Technology Co., Ltd

Moutai 1935 Likore Ontziratzea by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 Urrezko Saria A' Design Award in Ontziketa Diseinua Competition Category.

UrreOntziketa· 2024

Moutai 1935 Likore Ontziratzea

by Chengdu Wanjiazu Technology Co., Ltd

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

Urrezko Saria A' Design Award Winner in Ontziketa Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Moutai 1935 Likore Ontziratzea

Moutai 1935 Guizhou probintziako Txinako destilazio-edari baten ontziratzea da. Beirazko botilak erliebe-ereduak ditu hondo gorri baten gainean, Moutai herriko gatz-saltzaileen eta likore-merkataritzaren urrezko eszenak erakutsiz. Ereduak Txinako genero-pintura tradizionaletan oinarrituta daude. Urrezko uhinen hiru zirkulu daude erliebean botilaren sorbaldan. Erliebe-gainazala esmalte-lainoztaketa batekin akabatuta dago, heldulekua eta ukimena hobetzen dituena. Zink aleaziozko tapoiak hortz-formako egitura hautsi bat erabiltzen du faltsutzeen aurkako neurri gisa. Opari-kutxa kartoi birziklagarri eta biodegradagarriz eginda dago.

The Recognition

About the Urrezko Saria A' Design Award

Moutai 1935 Likore Ontziratzea Urrezko Saria A' Design Award irabazlea da, lehen mailako, zoragarriak eta nabarmenak diren diseinuei ematen zaien aitorpen izugarri prestijiotsua. Urre-mailako irabazleak berrikuntzaz beteriko, ikuspegi handiko eta distiraz liluragarriak diren sorkuntzak dira, beren diseinatzaileen genioa, jakituria eta trebetasuna islatzen dutenak. Moutai 1935 Likore Ontziratzea oso goraipatua, joera-markatzailea eta monumentala den asmakizuna izatea espero da, balio aurrekaririk gabea eskaintzen duena. Urrezko Saria A' Design Award irabazi duen diseinu hau proiektu ikusgarri eta errespetatua da, artearen, zientziaren, diseinuaren eta teknologiaren mugak oso onuragarriro zabaltzen dituena. Moutai 1935 Likore Ontziratzea desira-sentimendu biziak sortzen dituen, grina pizten duen, sormena bultzatzen duen eta liluratzen gaituen lana da.

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)