Kweichow Moutai Sanhua Flying Apsaras 白酒包裝 by Ying Song Brand Design Shenzhen Co., Ltd is a highly esteemed winner of the very prestigious 2024 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2024

Kweichow Moutai Sanhua Flying Apsaras 白酒包裝

by Ying Song Brand Design Shenzhen Co., Ltd

Client: Kweichow Moutai Co.,Ltd.

A' Design Award 銀獎 Winner in 包裝 Category

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Verified Award Winner

Verify Award Status for #160697

View at A' Design Award Press Release Award Badge

Colors

The Design

About Kweichow Moutai Sanhua Flying Apsaras 白酒包裝

貴州茅台三花飛天係一款中國白酒嘅包裝設計。設計採用敦煌壁畫中嘅飛天圖案，呢個元素亦見於品牌商標之中。飛天人物以中國古代壁畫藝術風格手繪而成，襯托喺鮮明嘅黃色背景上，呢種顏色係敦煌壁畫嘅典型色調。包裝盒由右側開啟，盒內以雙層雲朵形裝飾環繞住酒瓶。酒瓶由頂部嘅金屬瓶蓋開啟。包裝盒以紙製造，酒瓶則由陶瓷同金屬製成。

The Recognition

About the A' Design Award 銀獎

Kweichow Moutai Sanhua Flying Apsaras 白酒包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Kweichow Moutai Sanhua Flying Apsaras 白酒包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Kweichow Moutai Sanhua Flying Apsaras 白酒包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

Unique Properties: This is a Baijiu package from China. The brand customer is a famous Baijiu brand in China, whose registered trademark includes the ‘Flying Apsaras’ element in the Dunhuang murals. Therefore, this packaging also adopts ‘Flying Apsaras’ as the design subject to emphasize the representative characteristics of the brand. And bright yellow was chosen as the color, which is also the most representative color in Dunhuang murals. With a yellow background, the beautiful ‘Flying Apsaras’ is lifelike, make consumers to distinguish the brand's unique characteristics at a glance.
Dimensions & Packaging: A box and a bottle / 140mm x 105mm x 280mm / Paper, ceramics, metals
Tags: Chinese Baijiu packaging, packaging design
Production Technology: We have referred to a large number of Dunhuang murals as the basis for design elements, striving to perfectly showcase the beauty of the ‘Flying Apsaras’ in Dunhuang murals in packaging design. We have done a lot of verification in terms of shape, color, and element details. Finally, we have presented the beauty of Dunhuang murals in this product packaging.
Design Challenge: How to perfectly present the ’Flying Apsaras‘ element in Dunhuang murals on packaging, and how to visually present the ’Flying Apsaras‘ flying out of Dunhuang murals.It's the hardest to express.
Research: Type of Research: Baijiu packaging; Research Objectives : promote project sales; Methodology: design a new project; data collection: start from customers' purchase preferences; Tools Used: design software; effect: the project is successfully launched, and sales are very good.
Inspiration: The design takes inspiration from the ‘Flying Apsaras’ motif found in Dunhuang murals as its primary visual concept. Hand-painted in the style of ancient Chinese mural art, the design portrays the Beautiful and Nimble of Tang dynasty’s ‘Flying Apsaras’.

Inside the box, there are double-layered cloud-shaped decorations surrounding the bottle, and when the inner box is opened, it gives the impression of a ‘Flying Apsara’ flying out from the Dunhuang murals.
Project Duration: The project started in Shenzhen in October 2022, was completed in December 2023, and was launched for sale in China around December 31, 2023.
Operation Flow: The box is opened from the right side, and the bottle is opened from the top metal cap
Team Members: Creative Director:Shuo Yu, Yingsong Chen
Design: Li Zhang, Yunzhong Bai, longKun Zou,
Wenbing Cheng, Junjuan Wu, Pan Wang
Illustrator: Huandi Li
3D: Wei Hu
Image Credits: Image #1:Yingsong Chen ,
Image #2:Yingsong Chen ,
Image #3:Yingsong Chen ,
Image #4:Yingsong Chen,
Image #5:Yingsong Chen