Kweichow Moutai Spritförpackning by Yi Huang and Pei Luo

Kweichow Moutai Spritförpackning by Yi Huang and Pei Luo is a highly esteemed winner of the very prestigious 2025 A' Design Award i Guld in Förpackningsdesign Competition Category.

GuldFörpackning· 2025

Kweichow Moutai Spritförpackning

by Yi Huang and Pei Luo

Client: Moutai Industrial Design Center

A' Design Award i Guld Winner in Förpackning Category

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Verified Award Winner
Verify Award Status for #170755

View at A' Design Award Press Release Award Badge

Colors

The Design

About Kweichow Moutai Spritförpackning

Kweichow Moutai är en förpackningsdesign för en kinesisk spritdryck som säljs i Japan. Flaskans form bygger på den klassiska Moutai-flaskan och hämtar färgerna och karaktären från Ru-ugnens porslin, som har sitt ursprung i Tangdynastin. Kalligrafin på förpackningen kommer från en dikt av den japanske poeten prins Nagaya, skriven under Tangdynastin. Samma fras fanns på nödhjälpsförnödenheter som skickades från Japan till Wuhan, vilket påminner om det långvariga kulturella utbytet mellan de två länderna. Förpackningen mäter 77 gånger 77 gånger 173 millimeter. Designen fungerar som ett medium för kulturellt utbyte.

The Recognition

About the A' Design Award i Guld

Kweichow Moutai Spritförpackning är vinnare av A' Design Award i Guld, ett oerhört prestigefyllt erkännande som tilldelas förstklassiga, underbara och enastående designverk. Guldvinnare är utomordentligt innovativa, visionära och glamoröst bländande skapelser som speglar sina formgivares briljans, visdom och skicklighet. Kweichow Moutai Spritförpackning förväntas vara en högt prisad, trendsättande och monumental uppfinning som levererar oöverträffat värde. Detta vinnande verk i A' Design Award i Guld är ett spektakulärt, respekterat projekt som i hög grad gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Kweichow Moutai Spritförpackning skapar intensiva känslor av längtan, väcker passion, uppmuntrar kreativitet och fascinerar oss.

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