Moutai 1935 Спирт ичимдиктеринин таңгагы by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award Алтын байгеси in Таңгактоо Дизайны Competition Category.
АлтынТаңгактоо· 2024
Moutai 1935 Спирт ичимдиктеринин таңгагы
by Chengdu Wanjiazu Technology Co., Ltd
Client: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
A' Design Award Алтын байгеси Winner in Таңгактоо Category
Verified Award Winner
Verify Award Status for #153916The Design
About Moutai 1935 Спирт ичимдиктеринин таңгагы
Moutai 1935 — Гуйчжоу провинциясынан чыккан кытай дистилденген спирт ичимдиги үчүн таңгак. Айнек бөтөлкө кызыл фондо рельефтүү оймо-чиймелерди алып жүрөт, аларда Моутай шаарчасындагы туз сатуучулардын жана арак соодасынын алтын түстөгү көрүнүштөрү чагылдырылган. Оймо-чиймелер салттуу кытай тиричилик сүрөттөрүнөн шыктанып жасалган. Бөтөлкөнүн ийнинде алтын түстөгү толкундардын үч тегереги чегилген. Рельефтүү бет глазурь чачуу менен иштетилген, бул кармоону жана сезимди жакшыртат. Цинк эритмесинен жасалган капкак жасалма буюмдардан коргоо чарасы катары сынуучу тиштүү түзүлүштү колдонот. Белек кутусу кайра иштетүүгө жарамдуу жана биологиялык жактан ажырай турган картондон жасалган.
The Recognition
About the A' Design Award Алтын байгеси
Moutai 1935 Спирт ичимдиктеринин таңгагы – A' Design Award Алтын байгесинин жеңүүчүсү, биринчи класстагы, укмуштуудай жана көрүнүктүү дизайндарга берилген эң бедели жогору таануу. Алтын жеңүүчүлөр – өтө жаңычыл, көрөгөч, көз уялтырарлык жаркыраган чыгармалар, алар авторлорунун таланты, акылмандыгы жана чеберчилигин чагылдырат. Moutai 1935 Спирт ичимдиктеринин таңгагы эң жогору бааланган, тренд жараткан, монументалдуу ойлоп табуу болуп, теңдешсиз баалуулук берет деп күтүлөт. Бул Алтын байгени жеңген дизайн – искусство, илим, дизайн жана технологиянын чек араларын кеңейткен укмуштуудай, сыйлуу долбоор. Moutai 1935 Спирт ичимдиктеринин таңгагы катуу каалоо жаратат, ышкыны ойготот, чыгармачылыкка үндөйт жана арбайт.
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)
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
