Moutai Shengyue Flying Fairy Drankferpakking by Ying Song Brand Design Shenzhen Co, Ltd is a highly esteemed winner of the very prestigious 2025 A' Design Award yn Goud in Ferpakkingsûntwerp Competition Category.

GoudFerpakking· 2025

Moutai Shengyue Flying Fairy Drankferpakking

by Ying Song Brand Design Shenzhen Co, Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award yn Goud Winner in Ferpakking Category

132,493

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 Drankferpakking

Moutai Shengyue Flying Fairy is in ferpakkingsûntwerp foar in Sineeske baijiu-drank. It ûntwerp is basearre op de Fleanende Fee-figueren dy't skildere binne yn de muorreskilderingen fan Dunhuang, benammen de muzykgod yn Grot 401 fan de Mogao-grotten, ôfbylde mei in sheng-ynstrumint yn 'e hân en in sierlike hâlding. De haadkleur is karmozynread garn, in tradisjonele Sineeske kleur, en it patroan op de metalen flessedop is makke mei in tradisjonele emaljetechnyk. It doaske iepenet fan de rjochterkant en befettet fan binnen in twalaachse struktuer mei wolkepatroan. De set mjit 140 by 105 by 280 millimeter en brûkt papier, keramyk en metaal.

The Recognition

About the A' Design Award yn Goud

Moutai Shengyue Flying Fairy Drankferpakking is in winner fan de A' Design Award yn Goud, in ekstreem prestisjeuze erkenning foar earste-klas, prachtige en treflike ûntwerpen. Goudwinners binne tige ynnovative, fisionêre en glamoureus ferbjusterjende skeppings dy't it sjeny, de wiisheid en de feardigens fan har ûntwerpers wjerspegelje. Fan Moutai Shengyue Flying Fairy Drankferpakking wurdt ferwachte dat it in tige priizge, trendsettende en monumintale útfining is dy't unferlykbere wearde leveret. Dit winnende ûntwerp fan de A' Design Award yn Goud is in spektakulêr, respektearre projekt dat grutte foardielen bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Moutai Shengyue Flying Fairy Drankferpakking makket yntinse gefoelens fan begearte, stekt passy oan, stimulearret kreativiteit en fassinearret ús.

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