Moutai 白酒包装 by Yu Kai Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2020

Moutai 白酒包装

by Yu Kai Liu

Client: Shenzhen yoto Packaging Technology Co.,Ltd.

A' Design Award 铜奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #101364

View at A' Design Award Press Release Award Badge

Colors

The Design

About Moutai 白酒包装

茅台是一款中国白酒的包装设计。该包装盒首次将抽拉卡片变图原理运用于包装结构之中。当抽动卡片时，印制的插画随之变换，呈现出十二生肖与神话人物齐聚茅台镇欢宴的场景。插画取材于中国传统文化与美学意趣。酒瓶采用陶瓷工艺制成。包装选用立体低温压凹纸张，以忠实还原图案细节。包装盒尺寸为140×125×300毫米。

The Recognition

About the A' Design Award 铜奖

Moutai 白酒包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Moutai 白酒包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Moutai 白酒包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The packing box skillfully uses the pull change pattern principle to combine the pattern, breaks the conventional packaging, can change the fairy pattern, and expounds the fairy trace of Maotai wine more vividly. Unique illustration style and different shapes of the zodiac gathered in Maotai Town, opened a grand feast.
Dimensions & Packaging: Box size:140（ mm）X125（ mm）X300（ mm）
Ceramic bottle capacity:500ml
Bottle height diameter
Tags: maotai, baijiu, illustration, zodiac, packaging design
Production Technology: It is the first to apply the principle of drawing and changing card in the box shape of packaging. Ceramic technology is an important embodiment of Chinese art. Three-dimensional low-temperature embossed paper can better reflect the pattern fidelity.
Design Challenge: The relationship between the zodiac and Maotai,How to apply the changing pattern of drawing to the packing box
Research: Create a new moutai twelve zodiac wine, after thinking about how the twelve zodiac, make the grand scene. Illustrator is a kind of test, through a variety of ways to try, the final formation of the current style of illustration. Packaging box is the principle that changes a design from an Angle, let a person have a kind of immersive feeling. The design adopts a novel approach and combines the Chinese zodiac, traditional culture and aesthetics. The legend of making wine with twelve Chinese zodiac animals and gods set off the unprecedented grand banquet in maotai town.
Inspiration: Pull the changing fun card to awaken the memory of childhood, change the new Maotai Town 12 zodiac signs and fairies in tasting wine, creating a feast belonging to our younger generation. Different morphological characteristics represent Chinese women's Ode to Joy together
Project Duration: The project started in shenzhen in October 2019 and was completed in shenzhen in February 2020.
Operation Flow: Skillfully use the concept of changing patterns, fully embodies the vivid picture, let people have a kind of impulse to try. Elaborate drawing of the twelve zodiac patterns, a heavenly feast, people linger.
Team Members: Designer：Yu Kai Liu
illustrator：Cheng Tian Sheng
Art Director:Su Yong
Dsign Directo:Li Yu Chun