Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2024

Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award Kala Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #160697

View at A' Design Award Press Release Award Badge

Colors

The Design

About Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu

He hoʻolālā hoʻopili pahu ʻo Kweichow Moutai Sanhua Flying Apsaras no ka wai ʻona baijiu Pākē. Hoʻohana ka hoʻolālā i ke kiʻi Flying Apsaras mai nā kiʻi paia o Dunhuang, he mea i loaʻa pū i ka hōʻailona kūʻai o ka waihona inoa. Ua pena lima ʻia ke kiʻi ma ke ʻano o ke kiʻi paia kahiko o Kina a ua hoʻonoho ʻia ma luna o kahi ʻāpana melemele ʻālohilohi, he waihoʻoluʻu maʻamau o nā kiʻi paia o Dunhuang. Wehe ʻia ka pahu mai ka ʻaoʻao ʻākau, a hoʻopuni nā mea hoʻonani ʻano ao pālua i ka ʻōmole i loko. Wehe ʻia ka ʻōmole mai ka pāpale metala ma luna. Hana ʻia ka pahu me ka pepa, a ʻo ka ʻōmole me ka sila a me ka metala.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu 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 Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu 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 Kweichow Moutai Sanhua Flying Apsaras Ka Hoʻopili Pahu Baijiu 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: This is a Baijiu package from China. The brand customer is a famous Baijiu brand in China, whose registered trademark includes the ‘Flying Apsaras’ element in the Dunhuang murals. Therefore, this packaging also adopts ‘Flying Apsaras’ as the design subject to emphasize the representative characteristics of the brand. And bright yellow was chosen as the color, which is also the most representative color in Dunhuang murals. With a yellow background, the beautiful ‘Flying Apsaras’ is lifelike, make consumers to distinguish the brand's unique characteristics at a glance.
Dimensions & Packaging: A box and a bottle / 140mm x 105mm x 280mm / Paper, ceramics, metals
Tags: Chinese Baijiu packaging, packaging design
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 Apsaras’ 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 Apsaras‘ element in Dunhuang murals on packaging, and how to visually present the ’Flying Apsaras‘ flying out of Dunhuang murals.It's 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 design takes inspiration from the ‘Flying Apsaras’ motif found in Dunhuang murals as its primary visual concept. Hand-painted in the style of ancient Chinese mural art, the design portrays the Beautiful and Nimble of Tang dynasty’s ‘Flying Apsaras’.

Inside the box, there are double-layered cloud-shaped decorations surrounding the bottle, and when the inner box is opened, it gives the impression of a ‘Flying Apsara’ flying out from the Dunhuang murals.
Project Duration: The project started in Shenzhen in October 2022, was completed in December 2023, and was launched for sale in China around December 31, 2023.
Operation Flow: The box is opened from the right side, and the bottle is opened from the top metal cap
Team Members: Creative Director:Shuo Yu, Yingsong Chen
Design: Li Zhang, Yunzhong Bai, longKun Zou,
Wenbing Cheng, Junjuan Wu, Pan Wang
Illustrator: Huandi Li
3D: Wei Hu
Image Credits: Image #1:Yingsong Chen ,
Image #2:Yingsong Chen ,
Image #3:Yingsong Chen ,
Image #4:Yingsong Chen,
Image #5:Yingsong Chen