Moutai 1935 Te Tāwharau Waipiro by Chengdu Wanjiazu Technology Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award Koura in Hoahoa Takai Competition Category.
KouraTakai· 2024
Moutai 1935 Te Tāwharau Waipiro
by Chengdu Wanjiazu Technology Co., Ltd
Client: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
A' Design Award Koura Winner in Takai Category
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- Verified Award Winner
- Verify Award Status for #153916
The Design
About Moutai 1935 Te Tāwharau Waipiro
Ko Moutai 1935 he tāwharau mō tētahi waipiro whakamātaotia nō Haina, nō te porowini o Guizhou. Kei runga i te pātara karaihe ngā tauira whakarākei taratara i runga i te papa whero, e whakaatu ana i ngā whakaahua kōura o ngā kaihoko tote me te tauhokohoko waipiro i te tāone o Moutai. I ahu mai ngā tauira i ngā peita tikanga ā-iwi tuku iho o Haina. E toru ngā porowhita o ngā ngaru kōura kua tāraia ki te pokohiwi o te pātara. Kua whakaotia te mata taratara ki te rehu kariata, e whakapai ake ana i te pupuri me te pā atu. Ka whakamahi te taupoki konganuku konutea i tētahi hanganga niho whati hei tikanga ārai tinihanga. He papa maramara ka taea te hangarua me te pirau māori te pouaka koha.
The Recognition
About the A' Design Award Koura
Ko Moutai 1935 Te Tāwharau Waipiro te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Moutai 1935 Te Tāwharau Waipiro he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Moutai 1935 Te Tāwharau Waipiro i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.
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)
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