Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 Praemium A' Design Award Argenteum in Designatio Involucri Competition Category.

ArgentumInvolucrum· 2024

Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Kweichow Moutai Co.,Ltd.

Praemium A' Design Award Argenteum Winner in Involucrum Category

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Verified Award Winner
Verify Award Status for #160697

View at A' Design Award Press Release Award Badge

Colors

The Design

About Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu

Kweichow Moutai Sanhua Apsarae Volantes involucri designatio est pro spiritu Sinensi baijiu. Designatio motivo Apsararum Volantium ex picturis muralibus Dunhuang utitur, elemento etiam in nota mercatoria insigni invento. Figura manu picta est more artis muralis Sinensis antiquae et in fundo flavo claro posita, colore picturis muralibus Dunhuang proprio. Capsa a latere dextro aperitur, et ornamenta duplicata in formam nubium lagoenam intus circumdant. Lagoena ab operculo metallico superiore aperitur. Capsa e charta facta est, lagoena vero e figlina et metallo.

The Recognition

About the Praemium A' Design Award Argenteum

Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Kweichow Moutai Sanhua Flying Apsaras Involucrum Baijiu creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This is a Baijiu package from China. The brand customer is a famous Baijiu brand in China, whose registered trademark includes the ‘Flying Apsaras’ element in the Dunhuang murals. Therefore, this packaging also adopts ‘Flying Apsaras’ as the design subject to emphasize the representative characteristics of the brand. And bright yellow was chosen as the color, which is also the most representative color in Dunhuang murals. With a yellow background, the beautiful ‘Flying Apsaras’ is lifelike, make consumers to distinguish the brand's unique characteristics at a glance.
Dimensions & Packaging: A box and a bottle / 140mm x 105mm x 280mm / Paper, ceramics, metals
Tags: Chinese Baijiu packaging, packaging design
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 Apsaras’ 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 Apsaras‘ element in Dunhuang murals on packaging, and how to visually present the ’Flying Apsaras‘ flying out of Dunhuang murals.It's 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 design takes inspiration from the ‘Flying Apsaras’ motif found in Dunhuang murals as its primary visual concept. Hand-painted in the style of ancient Chinese mural art, the design portrays the Beautiful and Nimble of Tang dynasty’s ‘Flying Apsaras’.

Inside the box, there are double-layered cloud-shaped decorations surrounding the bottle, and when the inner box is opened, it gives the impression of a ‘Flying Apsara’ flying out from the Dunhuang murals.
Project Duration: The project started in Shenzhen in October 2022, was completed in December 2023, and was launched for sale in China around December 31, 2023.
Operation Flow: The box is opened from the right side, and the bottle is opened from the top metal cap
Team Members: Creative Director:Shuo Yu, Yingsong Chen
Design: Li Zhang, Yunzhong Bai, longKun Zou,
Wenbing Cheng, Junjuan Wu, Pan Wang
Illustrator: Huandi Li
3D: Wei Hu
Image Credits: Image #1:Yingsong Chen ,
Image #2:Yingsong Chen ,
Image #3:Yingsong Chen ,
Image #4:Yingsong Chen,
Image #5:Yingsong Chen