Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザイン by Luo Heng

Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザイン by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award 銀賞 in パッケージデザイン Competition Category.

銀パッケージ· 2022

Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザイン

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award 銀賞 Winner in パッケージ Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザイン

貴州茅台「茅源酒」は、中国の白酒を対象としたパッケージデザインである。ボトルはガラス製で、サンドブラスト加工を施し、ローズゴールドのロゴをエンボス加工で表現している。首部にはメタルスプレー加工を施し、蓋の上部にはガラスを模したエンボス加工を採用した。外箱にはホットスタンピングとエンボス加工を用いている。ダークグリーンとゴールドを基調とした配色で構成され、波紋のパターンは醸造に用いられる赤水河を象徴している。また、蓋には飛天の女神、首部には松の枝をあしらった鶴を配し、中国の伝統的な意匠を継承している。

The Recognition

About the A' Design Award 銀賞

Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザインは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザインは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Guizhou Moutai Maoyuan Jiu 洋酒パッケージデザインは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

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