Moutai 酒類包裝 by Yu Kai Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2020

Moutai 酒類包裝

by Yu Kai Liu

Client: Shenzhen yoto Packaging Technology Co.,Ltd.

A' Design Award 銅獎 Winner in 包裝 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 酒類包裝

茅台係一款中國白酒嘅包裝設計。呢個包裝盒係第一個將抽卡變圖原理應用喺包裝結構上嘅設計。當抽出卡片嗰陣,印刷圖案就會發生變化,展現出十二生肖同神話人物齊集茅台鎮赴宴嘅場景。呢啲插畫參考咗中國傳統文化同美學。酒瓶採用陶瓷工藝製成。包裝運用咗立體低溫壓紋紙,令圖案得以忠實呈現。包裝盒尺寸為140 x 125 x 300毫米。

The Recognition

About the A' Design Award 銅獎

Moutai 酒類包裝是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Moutai 酒類包裝將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Moutai 酒類包裝出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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