Moutai 1935 Nkwakọba Mmanya by Chengdu Wanjiazu Technology Co., Ltd

Moutai 1935 Nkwakọba Mmanya by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Ọlaedo in Nhazi Ngwungwu Competition Category.

ỌlaedoNgwungwu· 2024

Moutai 1935 Nkwakọba Mmanya

by Chengdu Wanjiazu Technology Co., Ltd

Client: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.

Ihe Nrite A' Design Award nke Ọlaedo Winner in Ngwungwu Category

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Colors

The Design

About Moutai 1935 Nkwakọba Mmanya

Moutai 1935 bụ nkwakọba maka mmanya a gbara agba nke si na mpaghara Guizhou dị na China. Karama enyo ahụ nwere ụkpụrụ atụ ndị e sepụtara na elu ya n'okpuru agba uhie, nke na-egosi ọnọdụ ndị na-ere nnu na azụmahịa mmanya n'obodo Moutai n'agba ọlaedo. Ụkpụrụ atụ ndị a sitere n'eserese omenala ndị China gbasara ndụ kwa ụbọchị nweta mmụọ nsinụ. E sepụtara okirikiri atọ nke ebili mmiri ọlaedo n'ubu karama ahụ. E ji nfesa glaze mechaa elu ihe e sepụtara ahụ, nke na-eme ka ijide ya na imetụ ya aka dịkwuo mma. Okpuchi ahụ nke e ji zinc alloy mee ji usoro ezé gbajiri agbaji dị ka ụzọ e si egbochi ndị na-emepụta adịgboroja. E ji chipboard a pụrụ imegharị nke na-ere ure n'ụzọ nkịtị mee igbe onyinye ahụ.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaedo

Moutai 1935 Nkwakọba Mmanya meriri A' Design Award nke Ọlaedo, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa mbụ, dị ịtụnanya ma pụtara ìhè. Ndị meriri na Ọlaedo bụ ihe e kere eke dị oke ọhụrụ, nwere ọhụụ ma na-egbu maramara nke na-egosipụta ọgụgụ isi, amamihe na nka nke ndị designer ha. A na-atụ anya na Moutai 1935 Nkwakọba Mmanya ga-abụ ihe e mepụtara kacha enweta otuto, na-edu ọnọdụ ma bụrụ ihe ncheta nke na-enye uru na-adịbeghị mgbe ọ bụla. Design a meriri A' Design Award nke Ọlaedo bụ ọrụ dị ebube, a na-asọpụrụ nke na-erite uru buru ibu ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Moutai 1935 Nkwakọba Mmanya na-eweta mmetụta ọchịchọ siri ike, na-akpali agụụ, na-akwado nzụlite ihe ma na-adọrọ anyị adọrọ.

Behind the Design

Press Kit

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

Unique Properties: Moutai 1935, a classic Chinese distilled spirit from Guizhou province, showcases its cultural essence through the packaging design that embraces the concept of inheriting the essence and bearing in mind the classic. On the bottle, the relief patterns stand out against a backdrop of Chinese red, unfolding a golden scroll of ancient salt sellers buying and savoring liquor in Moutai town. The bottle shoulder is embossed with circular ripples that symbolize time, regional identity, and labour.
Dimensions & Packaging: product dimensions,230 mm x 85 mm x 85 mm
Tags: Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging
Production Technology: The gift box of Moutai 1935 is made from environmentally friendly, recyclable and biodegradable chipboard.
The bottle is crafted from the type of glass commonly used for Chinese distilled spirits. And the patterns on the bottle have been enhanced with a glaze spray to heighten the overall visual appeal.
The zinc alloy cap features an innovative broken dentiform structure as an anti counterfeit measure.
Design Challenge: The key challenge lay in injecting novelty into the colour scheme of Chinese red and gold, which is commonly seen in the packaging designs for Chinese distilled spirits, and ultimately creating a classic and distinguished image for Moutai 1935. To this end, the bottle uses a muted shade of red as the background hue, exuding a profound vibe. And the inclusion of Chinese genre paintings seamlessly melds the Chinese distilled spirit with stories, imbuing Moutai 1935 with a vibrant cultural essence.
Research: After thorough market research, the design team discovered that packaging designs for Chinese distilled spirits often look very similar and lack originality. Few highlight the history and quality of Chinese distilled spirits, and the cultural heritage of the product itself. Recognizing this gap, the design for Moutai 1935 delves into its historical context and regional traits, and further conveys them via traditional Chinese painting art to offer consumers a glimpse into Chinese liquor culture.
Inspiration: The bottle features the illustrations inspired by traditional Chinese genre paintings, vividly portraying the salt transport of Guizhou and liquor commerce scenes. These visuals highlight the historical significance of Moutai. The three circles of golden ripples on the bottle shoulder mirror the annual rings which represent the passage of time, the Chishui River as the water source of Moutai, and the terraced fields emblematic of the diligence and artisan spirit of Guizhou people.
Project Duration: The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.
Operation Flow: The text and patterns on the bottle both feature a relief design and are enhanced with a glaze spray. This not only increases friction to prevent slipping when held, but also provides a pleasant touch and aesthetic allure.
Team Members: Chengdu Wanjiazu Technology Co., Ltd
Chengdu Sanhui Longhe Advertising Design Co., Ltd
Jing 'an Jia(General Manager& Design Director)
Yi Huang(Designer)