Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인 by Luo Heng

Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인 by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2022

Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award 은상 Winner in 패키징 Category

17,198
Verified Award Winner
Verify Award Status for #133947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인

구이저우 마오타이 마오위안지우(茅源酒)는 중국 백주를 위한 패키지 디자인이다. 병은 유리 소재에 샌드블라스팅 공정을 적용하고 로즈골드 로고를 양각으로 새겼다. 병목 부분은 메탈 스프레이 공정으로 마감했으며, 뚜껑 상단에는 유리를 모방한 양각 장식을 더했다. 외부 상자에는 핫스탬핑과 엠보싱 기법을 사용했다. 짙은 녹색과 금색이 주된 색채 구성을 이룬다. 물결 문양은 양조에 사용되는 츠수이허(赤水河)를 상징하며, 뚜껑의 비천 여신과 병목의 소나무 가지를 문 학은 중국 전통 문양에서 비롯되었다.

The Recognition

About the A' Design Award 은상

Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Guizhou Moutai Maoyuan Jiu 주류 패키지 디자인, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

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