Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej by Luo Heng

Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award Nyiaj in Tsim Ntim Khoom Competition Category.

NyiajNtim Khoom· 2022

Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award Nyiaj Winner in Ntim Khoom 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 Primary Function: Ntim Cawv Dej

Guizhou Moutai Maoyuan Jiu yog ib qho kev tsim ntim rau cawv dej Suav teb. Lub raj yog muab tsib av (glass) los ua nrog cov txheej txheem sandblasting thiab muaj ib lub cim rose gold uas nto tuaj. Lub caj dab kaw nrog cov txheej txheem txhuas nchuav (metal spraying), thiab saum lub hau qhov ntxab yog nto ua zoo li tsib av. Lub thawv sab nraud siv hot stamping thiab embossing. Xim ntsuab tsaus thiab xim kub yog cov xim tseem ceeb. Cov qauv nphau (wave patterns) yog piv txwv rau tus dej Chishui uas siv rau kev tsim khoom, thaum lub sij hawm ib tug hib fim ntawm huab tais uas ya saum lub hau thiab ib tug os dav (crane) nrog cov ceg thuv pine ntawm lub caj dab yog raws li cov qauv Suav teb qub txeeg qub teg.

The Recognition

About the A' Design Award Nyiaj

Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Guizhou Moutai Maoyuan Jiu Primary Function: Ntim Cawv Dej yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

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