Press Release
Guizhou Moutai Maoyuan Jiu Liquor Packaging by Luo Heng Receives the Silver A' Design Award in Packaging Design
Luo Heng recognized for packaging design by the international grand jury of the 2021 - 2022 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 28, 2022 /DesignNewswire/ A' Design Award & Competition has announced that Guizhou Moutai Maoyuan Jiu Liquor Packaging by Luo Heng, designed for Laboratory and Hopeful, has been granted the Silver A' Design Award in the Packaging Design category. The award was conferred within the 2021 - 2022 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
What the Silver A' Design Award Means
The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
About Guizhou Moutai Maoyuan Jiu Liquor Packaging
Guizhou Moutai Maoyuan Jiu is a packaging design for a Chinese liquor. The bottle is made of glass with a sandblasting process and an embossed rose gold logo. The neck is finished with a metal spraying process, and the top of the lid is embossed with imitated glass. The outer box uses hot stamping and embossing. Dark green and gold form the main color scheme. Wave patterns refer to the Chishui River used in production, while a flying goddess on the lid and a crane with pine branches on the neck follow traditional Chinese motifs.
About Luo Heng
I am a designer specializing in wine packaging for the wine industry.
Award Record
Luo Heng is a winner of 2 A' Design Awards, including this recognition. All of the awards belong to the 2021 - 2022 edition of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. The competition is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Entries typically include bottles, boxes, cans, pouches, tubes and cartons. Awarded packaging designs are published at https://dezigners.org/design-category/packaging
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/133947
- A' Design Award Page: https://competition.adesignaward.com/133947
- Media Showcase: https://www.designnewsroom.com/!133947
- Laureate Profile: https://dezigners.org/d/322788
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Guizhou Moutai Maoyuan Jiu Liquor Packaging
- Function
- Liquor Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Black, Dark Slate Gray and Dim Gray
- Images
- 5
- Client
- Laboratory and Hopeful
The Recognition
- Laureate
- Luo Heng
- Country
- China
- Recognition
- Silver A' Design Award
- Edition
- 2021 - 2022
- Design ID
- #133947
Credits
- Image Credits
- Luo Heng
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in November 2019 in Jiangxi and finished.
- Specifications
- 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.
- Keywords
- Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture
