Guizhou Moutai Maoyuan Jiu 酒类包装 by Luo Heng

Guizhou Moutai Maoyuan Jiu 酒类包装 by Luo Heng is a highly esteemed winner of the very prestigious 2022 A' Design Award 银奖 in 包装设计 Competition Category.

银包装· 2022

Guizhou Moutai Maoyuan Jiu 酒类包装

by Luo Heng

Client: Laboratory and Hopeful

A' Design Award 银奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #133947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Guizhou Moutai Maoyuan Jiu 酒类包装

贵州茅台茅源酒是一款中国白酒的包装设计。瓶身采用玻璃材质，经喷砂工艺处理，并饰以玫瑰金浮雕标识。瓶颈部分采用金属喷涂工艺，瓶盖顶部则以仿玻璃质感浮雕呈现。外盒运用了烫金与压凹凸工艺。墨绿与金色构成整体主色调。波浪纹样寓意酿造所用的赤水河，瓶盖上的飞天女神与瓶颈处的松枝仙鹤则延续了中国传统纹饰意象。

The Recognition

About the A' Design Award 银奖

Guizhou Moutai Maoyuan Jiu 酒类包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Guizhou Moutai Maoyuan Jiu 酒类包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Guizhou Moutai Maoyuan Jiu 酒类包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

Behind the Design

Press Kit

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

Unique Properties: By drawing the inspiration from the essence of Chinese traditional culture, the design of Maoyuan bottle adopts a Chinese style design concept to integrate Chinese traditional culture and the culture of Moutai-flavor liquors. It uses a bold dark green and gold color scheme and symbolizes some traditional graphics to permanently inherit the legend of Moutai.
Dimensions & Packaging: The flying goddess is carved on the top of the bottle top, and on the neck is a picture of pine branches on a crane, which creates a great artistic beauty. The gilt logo of the Moutai Group printed on the bottle and the wave patterns of Chishui River highlight the geographical advantage possessed by the brand by using Chishui water for liquor production. It also highlights the Moutai image.
Tags: Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture
Production Technology: The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the neck uses metal spraying process; the top of the lid is embossed with imitated glass; the box uses hot stamping process and embossing process.
Design Challenge: Challenge: To create a unique visual brand symbol;
The design of the cap edge is a streamlined abstract symbol of the wavy water pattern of the Chishui River, which implies the source of the Chishui River and forms a unique visual symbol of Maoyuan. With Chinese elements such as the flying goddess on the top of the lid, the crane picture on the neck, plus the gilded logo, the overall visual experience is more elegant.
Research: Research type: liquor packaging design;
Research goal: to present the understanding and interpretation of Moutai-flavor liquor and Chinese culture through packaging;
Research direction: integrate Chinese traditional culture and Moutai flavor Baijiu culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Through the organic integration of Chishui River element and Chinese style elements, it better inherits the ancient Moutai brewing method and brings drinker back to the most precious memories.
Inspiration: The elegant and streamlined visual language of the Maoyuan bottle implies the source of the Chishui River. The bottle adopts dark green as the main color, which symbolizes a vigorous and endless life, while the golden decorations add a noble and luxurious sense.
Project Duration: The project started in November 2019 in Jiangxi and finished.
Operation Flow: Maoyuan Jiu uses Chinese traditional embossment culture with streamlined design to achieve the gracefulness and modern sense of the whole product for better inheritance and development of traditional culture. The product is of great collection value.
Team Members: Luo Heng
Image Credits: Luo Heng