Moutai Shengyue Flying Fairy شراب جي پيڪنگنگ

Press Kit

Unique Properties

The brand logo is from Flying Fairy pattern in the Dunhuang murals, and the design also adopts the image of music god in Cave 401 of Dunhuang Mogao Grottoes. This Flying Fairy holds the sheng with hands, with a graceful posture and a sense of agility. The bottle cap pattern also comes from the same cave, use traditional enamel technique. The main color Crimson yarn, is also a traditional Chinese color. The design depicts the elegant, luxurious and ethereal posture of the Sui Dynasty.

Dimensions & Packaging

A box and a bottle / 140 mm*105 mm*280 mm / Paper, ceramics, metals/

Tags

Chinese Baijiu packaging, packaging design, Flying Fairy, Dunhuang frescoes, Enamel

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 Fairy 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 Fairy element in Dunhuang murals on packaging, and how to visually present the Flying Fairy flying out of Dunhuang murals. It is 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 idea from the Flying Fairy image in Dunhuang murals. There is a music god in Cave 401 of Mogao Grottoes, with a beautiful posture and flowing ribbons, perfectly matching the brand image. The pattern on the bottle cap also comes from the same cave. And we also adopted the traditional mural style hand drawn style in the illustrations of this design.
The 2 layered cloud pattern structure inside the box want to give consumers a visual impact of the Flying Fairy flying out of Dunhuang murals.

Project Duration

The project started in Shenzhen in October 2023, was completed in December 2024, and was launched for sale in China on January 5, 2025.

Operation Flow

The box is opened from the right side, and the bottle is opened from the top metal cap

Image Credits

Image #1: Creator Yingsong Chen, 2024
Image #2: Creator Yingsong Chen, 2024
Image #3: Creator Yingsong Chen, 2024
Image #4: Creator Yingsong Chen, 2024
Image #5: Creator Yingsong Chen, 2024