Kweichow Moutai Упаковка для крепкого алкоголя by Yi Huang and Pei Luo is a highly esteemed winner of the very prestigious 2025 Золотая премия A' Design Award in Дизайн упаковки Competition Category.
ЗолотаяУпаковка· 2025
Kweichow Moutai Упаковка для крепкого алкоголя
Client: Moutai Industrial Design Center
Золотая премия A' Design Award Winner in Упаковка Category
- 179,389
- Verified Award Winner
- Verify Award Status for #170755
The Design
About Kweichow Moutai Упаковка для крепкого алкоголя
Kweichow Moutai — это дизайн упаковки китайского крепкого напитка, продаваемого в Японии. Форма бутылки основана на классической бутылке Moutai и заимствует цвета и характер фарфора печей Жу, производство которого началось в эпоху династии Тан. Каллиграфия на упаковке взята из стихотворения японского поэта принца Нагая, написанного в эпоху династии Тан. Эта же строка появилась на гуманитарной помощи, отправленной из Японии в Ухань, напоминая о многовековом культурном обмене между двумя странами. Размеры упаковки составляют 77 на 77 на 173 миллиметра. Дизайн выступает средством культурного обмена.
The Recognition
About the Золотая премия A' Design Award
Kweichow Moutai Упаковка для крепкого алкоголя — лауреат Золотой премии A' Design Award, неимоверно престижного признания, присуждаемого первоклассным, восхитительным и выдающимся проектам. Обладатели Золотой премии — это чрезвычайно инновационные, провидческие и ослепительно блестящие творения, отражающие гений, мудрость и мастерство их авторов. Ожидается, что Kweichow Moutai Упаковка для крепкого алкоголя станет высоко превозносимым, задающим тренды и монументальным изобретением, обеспечивающим беспрецедентную ценность. Этот проект, получивший Золотую премию A' Design Award, — впечатляющая, уважаемая работа, которая приносит большую пользу и раздвигает границы искусства, науки, дизайна и технологий. Kweichow Moutai Упаковка для крепкого алкоголя вызывает сильное чувство желания, пробуждает страсть, побуждает к творчеству и завораживает нас.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Lands apart, yet sharing the same sky, the calligraphy featured on the package is derived from a poem by the Japanese poet Prince Nagaya during the Tang Dynasty. He commissioned an ambassador to present kasaya to Buddhist monks during this period. This phrase was also inscribed on the relief supplies donated by Japan during the fight against the epidemic in Wuhan, serving as a testament to the historical friendly exchanges between China and Japan. Designed to highlight the commonalities and unique characteristics of both cultures, the product serves as a medium for cultural exchange.
- Dimensions & Packaging
- 77x77x173mm
- Tags
- Jiang-flavour Chinese spirits, China, Japan, Tang dynasty, Porcelain
- Production Technology
- The shape of the bottle is inspired by the classic Moutai bottle, incorporating the characteristics and colors of the elegant Ru Kiln porcelain, which originated in the Tang dynasty and became one of the five renowned kilns during the Song dynasty.
- Design Challenge
- The product is manufactured in China and sold exclusively in Japan, necessitating an understanding of both cultures, as well as the differences in laws and regulations. This complexity makes it challenging to design the product effectively. It is essential to consider multiple aspects simultaneously.
- Research
- During the Tang dynasty, China and Japan engaged in frequent cultural exchanges, with numerous Japanese ambassadors, exchange students, and monks traveling to the Tang dynasty to study. This interaction significantly impacted Japan, influencing its politics, economy, culture, aesthetics, philosophy, education, and various other fields. The culture of the Tang dynasty is highly esteemed and recognized by the people of both countries, which is why we chose it as the foundation for the design of this product entering Japan.
- Inspiration
- This product is part of the Kweichow Moutai Group's series of cultural spirits entering the Japanese market. By studying the cultures of both China and Japan, this product was developed using elements from the Tang Dynasty, which resonate deeply with the people of both countries.
- Project Duration
- Renhuai city 24 July 2023 - 7 August 2023
- Operation Flow
- By thoroughly analyzing both Chinese and Japanese cultures, the representative elements and symbols are systematically combined to produce results that will satisfy both clients and consumers.
- Team Members
- Design Director [Yi Huang]
Creative Director [Pei Luo] - Image Credits
- Moutai Industrial Design Center
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