Oro Packaging · 2025

Moutai Shengyue Flying Fairy Packaging per liquori

by Ying Song Brand Design Shenzhen Co, Ltd

A' Design Award d'Oro 2025 in Packaging
CLIENT: Kweichow Moutai Co.,Ltd.
Estimated Number of Design Views: 132,493
Verification code 072D10D499 · Verify this award

View at A' Design Award Press Release

Colors

About Moutai Shengyue Flying Fairy Packaging per liquori

Moutai Shengyue Flying Fairy è un progetto di packaging per un liquore cinese baijiu. Il design si ispira alle figure delle Fate Volanti dipinte negli affreschi di Dunhuang, in particolare alla divinità della musica della Grotta 401 delle Grotte di Mogao, raffigurata mentre regge uno sheng con una postura aggraziata. Il colore principale è il rosso cremisi della garza, una tinta tradizionale cinese, mentre il motivo del tappo metallico è realizzato con una tradizionale tecnica a smalto. La scatola si apre dal lato destro e racchiude all'interno una struttura a due strati con motivo a nuvole. Il set misura 140 per 105 per 280 millimetri e utilizza carta, ceramica e metallo.

About the A' Design Award d'Oro

Moutai Shengyue Flying Fairy Packaging per liquori ha vinto l'A' Design Award d'Oro, un riconoscimento immensamente prestigioso conferito a design di primissima qualità, meravigliosi e straordinari. I vincitori d'Oro sono creazioni estremamente innovative, visionarie e di un fascino abbagliante che riflettono il genio, la saggezza e l'abilità dei loro designer. Ci si aspetta che Moutai Shengyue Flying Fairy Packaging per liquori sia un'invenzione molto elogiata, all'avanguardia e monumentale che offre un valore senza precedenti. Questo design vincitore dell'A' Design Award d'Oro è un progetto spettacolare e rispettato che giova grandemente ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Moutai Shengyue Flying Fairy Packaging per liquori crea intensi sentimenti di desiderio, risveglia la passione, incoraggia la creatività e ci affascina.

Press Kit

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
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