Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona by Luo Heng

Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2022

Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award Kala Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #133947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona

He hoʻolālā pahu ʻo Guizhou Moutai Maoyuan Jiu no kekahi waiʻona Pākē. Ua hana ʻia ka ʻōmole me ke aniani ma o ke kaʻina hana one puhi ʻia a me kahi hōʻailona rose gold i kālai ʻia. Ua hoʻopau ʻia ka ʻāʻī me ke kaʻina hana kāpī metala, a ua kālai ʻia ka piko o ka poʻi me ke aniani hoʻohālike. Ke hoʻohana nei ka pahu waho i ke kāpī wela a me ke kālai. Ke hoʻokumu nei ka ʻōmaʻomaʻo pouli a me ke gula i ke ʻano kala nui. Ke pili nei nā kaha nalu i ka muliwai ʻo Chishui i hoʻohana ʻia i ka hana ʻana, ʻoiai ke hahai nei kekahi akuawahine lele ma ka poʻi a me kahi manu crane me nā lālā paina ma ka ʻāʻī i nā hōʻailona kuʻuna Pākē.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Guizhou Moutai Maoyuan Jiu Hana Nui: Nā Pahu Waiʻona e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Behind the Design

Press Kit

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

Unique Properties: By drawing the inspiration from the essence of Chinese traditional culture, the design of Maoyuan bottle adopts a Chinese style design concept to integrate Chinese traditional culture and the culture of Moutai-flavor liquors. It uses a bold dark green and gold color scheme and symbolizes some traditional graphics to permanently inherit the legend of Moutai.
Dimensions & Packaging: The flying goddess is carved on the top of the bottle top, and on the neck is a picture of pine branches on a crane, which creates a great artistic beauty. The gilt logo of the Moutai Group printed on the bottle and the wave patterns of Chishui River highlight the geographical advantage possessed by the brand by using Chishui water for liquor production. It also highlights the Moutai image.
Tags: Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the neck uses metal spraying process; the top of the lid is embossed with imitated glass; the box uses hot stamping process and embossing process.
Design Challenge: Challenge: To create a unique visual brand symbol;
The design of the cap edge is a streamlined abstract symbol of the wavy water pattern of the Chishui River, which implies the source of the Chishui River and forms a unique visual symbol of Maoyuan. With Chinese elements such as the flying goddess on the top of the lid, the crane picture on the neck, plus the gilded logo, the overall visual experience is more elegant.
Research: Research type: liquor packaging design;
Research goal: to present the understanding and interpretation of Moutai-flavor liquor and Chinese culture through packaging;
Research direction: integrate Chinese traditional culture and Moutai flavor Baijiu culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Through the organic integration of Chishui River element and Chinese style elements, it better inherits the ancient Moutai brewing method and brings drinker back to the most precious memories.
Inspiration: The elegant and streamlined visual language of the Maoyuan bottle implies the source of the Chishui River. The bottle adopts dark green as the main color, which symbolizes a vigorous and endless life, while the golden decorations add a noble and luxurious sense.
Project Duration: The project started in November 2019 in Jiangxi and finished.
Operation Flow: Maoyuan Jiu uses Chinese traditional embossment culture with streamlined design to achieve the gracefulness and modern sense of the whole product for better inheritance and development of traditional culture. The product is of great collection value.
Team Members: Luo Heng
Image Credits: Luo Heng