Moutai Shengyue Flying Fairy Kemasan Minuman Keras by Ying Song Brand Design Shenzhen Co, Ltd is a highly esteemed winner of the very prestigious 2025 A' Design Award Emas in Desain Kemasan Competition Category.

EmasKemasan· 2025

Moutai Shengyue Flying Fairy Kemasan Minuman Keras

by Ying Song Brand Design Shenzhen Co, Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award Emas Winner in Kemasan 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 Kemasan Minuman Keras

Moutai Shengyue Flying Fairy adalah desain kemasan untuk minuman keras baijiu Tiongkok. Desainnya mengambil inspirasi dari figur Bidadari Terbang yang dilukis pada mural Dunhuang, khususnya dewa musik di Gua 401 Gua-Gua Mogao, yang digambarkan memegang alat musik sheng dengan postur yang penuh keluwesan. Warna utamanya adalah merah tua kain sutra, sebuah warna tradisional Tiongkok, dan pola tutup botol logamnya dibuat dengan teknik enamel tradisional. Kotaknya terbuka dari sisi kanan dan di dalamnya terdapat struktur pola awan dua lapis. Set ini berukuran 140 x 105 x 280 milimeter dan menggunakan material kertas, keramik, serta logam.

The Recognition

About the A' Design Award Emas

Moutai Shengyue Flying Fairy Kemasan Minuman Keras adalah pemenang A' Design Award Emas, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas satu, menakjubkan, dan menonjol. Pemenang Emas adalah kreasi yang sangat inovatif, visioner, dan berkilau memukau yang mencerminkan kejeniusan, kebijaksanaan, dan kepiawaian para desainernya. Moutai Shengyue Flying Fairy Kemasan Minuman Keras diharapkan menjadi penemuan yang sangat dipuji, perintis tren, dan monumental yang memberikan nilai tanpa preseden. Desain pemenang A' Design Award Emas ini adalah proyek yang spektakuler dan disegani yang sangat bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Moutai Shengyue Flying Fairy Kemasan Minuman Keras menciptakan perasaan keinginan yang kuat, membangkitkan gairah, mendorong kreativitas, dan memukau kita.

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