Wúrà Ìdìpò · 2024
Moutai 1935 Àpótí Ọtí Líle
by Chengdu Wanjiazu Technology Co., Ltd
- Àmì-ẹ̀yẹ Wúrà A' Design Award 2024 in Ìdìpò
- 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 Àpótí Ọtí Líle
Moutai 1935 jẹ́ àpótí fún ọtí líle tí a fọ́ ní ilẹ̀ Ṣáínà láti agbègbè Guizhou. Ìgò gíláàsì náà ní àwọn àwòrán tí a gbẹ́ jáde lórí ẹ̀yìn pupa, tí ó ń fi àwọn ìran aláwọ̀ góòlù ti àwọn olùtà iyọ̀ àti ìṣòwò ọtí ní ìlú Moutai hàn. Àwọn àwòrán náà gba ìmísí láti ara àwọn àwòrán ìbílẹ̀ Ṣáínà tí ó ń ṣàfihàn ìgbésí ayé ojoojúmọ́. Àwọn ìyípo mẹ́ta ti ìgbì omi aláwọ̀ góòlù ni a gbẹ́ sí èjìká ìgò náà. Orí àwọn àwòrán tí a gbẹ́ ni a fi ìtúká gíléèsì parí, èyí tí ó mú kí ìdìmú àti ìfọwọ́kàn dára sí i. Ìdérí tí a fi irin zinc àlóì ṣe ń lo ìhun eyín tí ó ṣẹ́ gẹ́gẹ́ bí ọ̀nà láti dènà ayédèrú. Àpótí ẹ̀bùn náà ni a ṣe láti ara páálí chipboard tí a lè tún lò tí ó sì lè jẹrà nípa ti ẹ̀dá.
About the Àmì-ẹ̀yẹ Wúrà A' Design Award
Moutai 1935 Àpótí Ọtí Líle jẹ́ olùborí Àmì-ẹ̀yẹ Wúrà A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe ìpele àkọ́kọ́, tó jẹ́ ìyanu tó sì yàtọ̀. Àwọn olùborí Wúrà jẹ́ àwọn ẹ̀dá tó ní ìmúṣẹ̀dá tuntun gidigidi, tó ní ojú-ìwòye tó jìnnà tó sì ń tàn yòò tí wọ́n ń ṣàfihàn ọgbọ́n, òye àti ìjáfáfá àwọn olùṣàwòṣe wọn. A retí pé Moutai 1935 Àpótí Ọtí Líle yóò jẹ́ ohun ìmúṣẹ̀dá tí a yìn gidigidi, tó ń gbé ìtẹ̀sí kalẹ̀ tó sì jẹ́ ìrántí tó ń mú iye tí a kò rí rí wá. Àwòṣe tó borí Àmì-ẹ̀yẹ Wúrà A' Design Award yìí jẹ́ iṣẹ́ àkànṣe tó yani lẹ́nu tí a bọ̀wọ̀ fún tó ṣe anfàní gidigidi tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Moutai 1935 Àpótí Ọtí Líle ń dá ìmọ̀lára ìfẹ́ tó lágbára sílẹ̀, ń jí ìtara, ń gbé ìṣẹ̀dá lárugẹ tó sì ń fà wá mọ́ra.
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.
