Kweichow Moutai Sanhua Flying Apsaras Kemasan Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award Perak in Desain Kemasan Competition Category.

PerakKemasan· 2024

Kweichow Moutai Sanhua Flying Apsaras Kemasan Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award Perak Winner in Kemasan 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 Kemasan Baijiu

Kweichow Moutai Sanhua Flying Apsaras adalah desain kemasan untuk minuman keras baijiu asal Tiongkok. Desain ini menggunakan motif Flying Apsaras (bidadari terbang) dari mural Dunhuang, sebuah elemen yang juga terdapat pada merek dagang brand tersebut. Figur tersebut dilukis dengan tangan dalam gaya seni mural Tiongkok kuno dan ditempatkan pada latar berwarna kuning cerah, warna yang khas dari mural Dunhuang. Kotaknya dibuka dari sisi kanan, dan ornamen berbentuk awan berlapis ganda mengelilingi botol di bagian dalam. Botol dibuka melalui tutup logam di bagian atas. Kotak terbuat dari kertas, sedangkan botolnya dari keramik dan logam.

The Recognition

About the A' Design Award Perak

Kweichow Moutai Sanhua Flying Apsaras Kemasan Baijiu adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Kweichow Moutai Sanhua Flying Apsaras Kemasan Baijiu diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Kweichow Moutai Sanhua Flying Apsaras Kemasan Baijiu adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

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