Kweichow Moutai Emballage de spiritueux by Yi Huang and Pei Luo

Kweichow Moutai Emballage de spiritueux by Yi Huang and Pei Luo is a highly esteemed winner of the very prestigious 2025 A' Design Award d'Or in Design d'Emballage Competition Category.

OrEmballage· 2025

Kweichow Moutai Emballage de spiritueux

by Yi Huang and Pei Luo

Client: Moutai Industrial Design Center

A' Design Award d'Or Winner in Emballage 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 Kweichow Moutai Emballage de spiritueux

Kweichow Moutai est un design d'emballage destiné à un spiritueux chinois commercialisé au Japon. La forme de la bouteille s'inspire de la bouteille classique de Moutai et reprend les couleurs et le caractère de la porcelaine du four de Ru, apparue sous la dynastie Tang. La calligraphie figurant sur l'emballage est tirée d'un poème du poète japonais le prince Nagaya, écrit à l'époque de la dynastie Tang. Cette même formule est apparue sur les fournitures d'aide envoyées du Japon à Wuhan, rappelant les longs échanges culturels entre les deux pays. L'emballage mesure 77 sur 77 sur 173 millimètres. Ce design se veut un vecteur d'échange culturel.

The Recognition

About the A' Design Award d'Or

Kweichow Moutai Emballage de spiritueux est lauréat de l'A' Design Award d'Or, une reconnaissance immensément prestigieuse décernée à des designs de premier ordre, merveilleux et remarquables. Les lauréats Or sont des créations extrêmement innovantes, visionnaires et d'un éclat glamour éblouissant, qui reflètent le génie, la sagesse et la maîtrise de leurs concepteurs. Kweichow Moutai Emballage de spiritueux est censé être une invention très louée, avant-gardiste et monumentale, qui apporte une valeur sans précédent. Ce design lauréat de l'A' Design Award d'Or est un projet spectaculaire et respecté qui sert grandement l'art, la science, le design et la technologie et en repousse les limites. Kweichow Moutai Emballage de spiritueux crée de vifs sentiments de désir, éveille la passion, encourage la créativité et nous fascine.

Behind the Design

Press Kit

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

Unique Properties: Lands apart, yet sharing the same sky, the calligraphy featured on the package is derived from a poem by the Japanese poet Prince Nagaya during the Tang Dynasty. He commissioned an ambassador to present kasaya to Buddhist monks during this period. This phrase was also inscribed on the relief supplies donated by Japan during the fight against the epidemic in Wuhan, serving as a testament to the historical friendly exchanges between China and Japan. Designed to highlight the commonalities and unique characteristics of both cultures, the product serves as a medium for cultural exchange.
Dimensions & Packaging: 77x77x173mm
Tags: Jiang-flavour Chinese spirits, China, Japan, Tang dynasty, Porcelain
Production Technology: The shape of the bottle is inspired by the classic Moutai bottle, incorporating the characteristics and colors of the elegant Ru Kiln porcelain, which originated in the Tang dynasty and became one of the five renowned kilns during the Song dynasty.
Design Challenge: The product is manufactured in China and sold exclusively in Japan, necessitating an understanding of both cultures, as well as the differences in laws and regulations. This complexity makes it challenging to design the product effectively. It is essential to consider multiple aspects simultaneously.
Research: During the Tang dynasty, China and Japan engaged in frequent cultural exchanges, with numerous Japanese ambassadors, exchange students, and monks traveling to the Tang dynasty to study. This interaction significantly impacted Japan, influencing its politics, economy, culture, aesthetics, philosophy, education, and various other fields. The culture of the Tang dynasty is highly esteemed and recognized by the people of both countries, which is why we chose it as the foundation for the design of this product entering Japan.
Inspiration: This product is part of the Kweichow Moutai Group's series of cultural spirits entering the Japanese market. By studying the cultures of both China and Japan, this product was developed using elements from the Tang Dynasty, which resonate deeply with the people of both countries.
Project Duration: Renhuai city 24 July 2023 - 7 August 2023
Operation Flow: By thoroughly analyzing both Chinese and Japanese cultures, the representative elements and symbols are systematically combined to produce results that will satisfy both clients and consumers.
Team Members: Design Director [Yi Huang]
Creative Director [Pei Luo]
Image Credits: Moutai Industrial Design Center