Moutai Shengyue Flying Fairy 酒類パッケージ by Ying Song Brand Design Shenzhen Co, Ltd is a highly esteemed winner of the very prestigious 2025 A' Design Award 金賞 in パッケージデザイン Competition Category.

金パッケージ· 2025

Moutai Shengyue Flying Fairy 酒類パッケージ

by Ying Song Brand Design Shenzhen Co, Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award 金賞 Winner in パッケージ 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 酒類パッケージ

「茅台笙悦飛天」は、中国白酒のためのパッケージデザインである。敦煌壁画に描かれた飛天像、とりわけ莫高窟第401窟の伎楽天から着想を得ており、笙を手にした優美な姿が表現されている。メインカラーには中国の伝統色である臙脂紗（クリムゾン）を用い、金属製ボトルキャップの文様は伝統的な七宝技法で仕上げている。箱は右側から開く仕様で、内部には雲文をかたどった二層構造を備える。セットの寸法は140×105×280ミリメートルで、紙、陶磁器、金属を素材としている。

The Recognition

About the A' Design Award 金賞

Moutai Shengyue Flying Fairy 酒類パッケージは、まさに素晴らしく傑出した第一級のデザインに授与される、計り知れないほど権威ある評価である A' Design Award 金賞の受賞作品です。金賞の受賞作品は、きわめて革新的で、先見性に富み、きらびやかに輝く創造物であり、デザイナーの天才性、叡智、卓越した技量を映し出しています。Moutai Shengyue Flying Fairy 酒類パッケージは、最も称賛される、流行を牽引する記念碑的な発明であり、前例のない価値をもたらすことが期待されます。この A' Design Award 金賞を受賞したデザインは、壮観で尊敬されるプロジェクトであり、芸術・科学・デザイン・技術の境界に大きく寄与し、それを前進させます。Moutai Shengyue Flying Fairy 酒類パッケージは、強い欲求を生み出し、情熱を呼び覚まし、創造性を促し、私たちを引きつけます。

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