Platinum Packaging Design · 2025
Moutai Dream Red Wine Packaging
- A' Design Award 2025 Platinum Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Moutai Industrial Design Center
- Estimated Number of Design Views: 944,381
- Verification code 0A799D9D4B · Verify this award
About Moutai Dream Red Wine Packaging
Moutai Dream Red is a packaging design created for a Chinese liquor product. The package measures 137 by 137 by 360 millimeters and uses a cinnabar red inspired by Han dynasty lacquerware, combined with black for a premium look. An illustration shows the brand mascot raising a glass in celebration. The structure applies a hollowing technique, hot stamping and ultraviolet printing on renewable specialty paper. About 95 percent of the package is environmentally friendly and biodegradable. The design is intended for gifts, collection and banquet use.
Moutai Dream Red Wine Packaging by Heijie He exemplifies the sophisticated intersection of contemporary industrial design and cultural heritage expression that characterizes the most accomplished luxury packaging of the current era. The work demonstrates exceptional command of form language, transforming the conventional wine bottle into a sculptural object of considerable presence through the innovative application of horizontal ribbing that wraps the entire vessel in rhythmic succession. This textural treatment evokes multiple cultural and material references, suggesting ancient ceramic traditions, the layered formations of natural geology, and the meditative repetition found in contemplative practice, while simultaneously functioning as a contemporary design statement of remarkable originality. The chromatic decision to employ a saturated crimson palette speaks directly to celebratory symbolism and the cultural associations of red with prosperity, joy, and auspicious occasion, yet the execution transcends mere symbolic deployment through its nuanced tonal gradations and sophisticated light interaction. The accompanying cylindrical container establishes visual harmony while providing practical protection, its complementary texture creating dialogue between vessel and enclosure. The integration of gold typography against the red ground follows historical precedent in luxury presentation while the bilingual character arrangement bridges cultural contexts with elegant restraint. The dramatic lighting treatment elevates commercial packaging into the realm of photographic still life, inviting contemplation of the object as aesthetic achievement rather than mere functional container. Viewers might consider how contemporary designers honor heritage through innovative formal languages that speak simultaneously to tradition and futurity.
Press Kit
- Unique Properties
- Regarding the color, a vibrant Chinese red, which embodies Chinese culture and integrates seamlessly with Moutai wine culture, reflects a fashionable Oriental aesthetic. Concerning the illustration, the image of Moutai's mascot, ‘Xiao Mao,’ invites the world to join in celebration by raising his glass. In terms of technology, the use of renewable and eco-friendly specialty paper, combined with hot stamping, UV printing, and other advanced techniques, promotes environmental sustainability while exuding a fashionable and high-end appeal.
- Dimensions & Packaging
- 137x137x360mm
- Tags
- Moutai, Wine, Chinese Red, Dream, Romance
- Production Technology
- The product adopts the ultimate hollowing technique, using the unique oriental art of reality and fabrication to re-express the core cultural symbols of Moutai, giving Moutai Dream Red a new flavour of international Moutai. The entire package is 95% environmentally friendly and biodegradable, a perfect combination of technology and art, only for presenting Moutai's unique craftsmanship.
- Design Challenge
- Due to its unique shape, the product design required a high level of material and craftsmanship, and limited by the cost of packaging materials, we did the best we could within the acceptable range, and ultimately presented the results to the customer's great satisfaction.
- Project Duration
- Renhuai city, 5 March 2024-19 April 2024
- Operation Flow
- The product is from Hebei Jieshi Mountain wine region, the birthplace of China's first dry red wine. Moutai dream red, adopts the Cinnabar Red, the colour of Han dynasty lacquerware, which is deeply engraved in the genes of the Chinese people, with the classic combination of black for a premium look.
- Research
- The design of Moutai dream red starts from solving the problems of brand cognition, product cognition, price perception, channel communication, user experience, etc. Based on these, the creative design is carried out to give consumers the perception of the cultural nature of Moutai, the uniqueness of dream red, and the exclusivity of the iMoutai ip, which shows that the product is innovative, fashionable, and high-end.
- Inspiration
- The product is designed exclusively for the iMoutai app, targeting high-net-worth individuals and Moutai enthusiasts. It is positioned as a mid-to-high-end product, suitable for high-end banquets, collections, souvenirs, premium gifts, and business receptions. The design draws inspiration from the integration of Moutai wine and iMoutai elements, showcasing a style that emphasizes both fashion and collectible commemorative significance.
- Image Credits
- Moutai Industrial Design Center