Khauta Phuthelo · 2024
Moutai 1935 Sephutheloana sa Joala
by Chengdu Wanjiazu Technology Co., Ltd
- Moputso oa Khauta oa A' Design Award 2024 in Phuthelo
- CLIENT: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
- Estimated Number of Design Views: 2,812,556
- Verification code EC40C21499 · Verify this award
Colors
About Moutai 1935 Sephutheloana sa Joala
Moutai 1935 ke sephutheloana sa joala bo tsoakiloeng ba China bo tsoang profinseng ea Guizhou. Botlolo ea khalase e na le mekhabiso e phahamisitsoeng holim'a bokamorao bo bofubelu, e bontšang liketsahalo tsa khauta tsa barekisi ba letsoai le khoebo ea joala toropong ea Moutai. Mekhabiso ena e susumelitsoe ke litšoantšo tsa setso tsa bophelo ba letsatsi le letsatsi tsa China. Maqhubu a mararo a chitja a khauta a hatelitsoe holim'a lehetla la botlolo. Bokantle bo phahamisitsoeng bo qetetsoe ka ho fafatsoa ha glaze, e ntlafatsang ho tšoara le ho ama. Sekoahelo sa tsoako ea zinki se sebelisa sebopeho sa meno se robehang e le mokhoa oa ho thibela bomenemene ba ho etsisa. Lebokose la mpho le entsoe ka chipboard e ka sebelisoang hape le e bolang ka tlhaho.
About the Moputso oa Khauta oa A' Design Award
Moutai 1935 Sephutheloana sa Joala ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Moutai 1935 Sephutheloana sa Joala e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Moutai 1935 Sephutheloana sa Joala e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.
Press Kit
- 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.
