Press Release
Moutai 1935 Liquor Packaging by Chengdu Wanjiazu Technology Co., Ltd Receives the Golden A' Design Award in Packaging Design
Chengdu Wanjiazu Technology Co., Ltd recognized for packaging design by the international grand jury of the 2023 - 2024 A' Design Award & Competition
FOR IMMEDIATE RELEASE
COMO, Italy, April 22, 2024 /DesignNewswire/ Moutai 1935 Liquor Packaging by Chengdu Wanjiazu Technology Co., Ltd, designed for Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd., has been granted the Golden A' Design Award in the Packaging Design category, A' Design Award & Competition has announced. The recognition forms part of the 2023 - 2024 A' Design Award & Competition and was reached 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.
The Golden A' Design Award Explained
The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.
Regarding Moutai 1935 Liquor Packaging
Moutai 1935 is packaging for a Chinese distilled spirit from Guizhou province. The glass bottle carries relief patterns on a red background, showing golden scenes of salt sellers and liquor trade in Moutai town. The patterns are inspired by traditional Chinese genre paintings. Three circles of golden ripples are embossed on the bottle shoulder. The relief surface is finished with a glaze spray, which improves grip and touch. The zinc alloy cap uses a broken dentiform structure as an anti counterfeit measure. The gift box is made from recyclable and biodegradable chipboard.
About Chengdu Wanjiazu Technology Co., Ltd
Chengdu Wanjiazu Technology Co., Ltd, deep into liquor brands for more than ten years, sticks to the forefront of liquor packaging and brand design in China, and is an integrated service provider integrating development, design, production, agency and advertising. The cooperation of the whole project, product packaging design, product value endorsement, marketing strategy, advertising creative design, new media operation, etc., enjoys good visibility and reputation in the industry.
Award Record
Chengdu Wanjiazu Technology Co., Ltd is a winner of 1 A' Design Award, including this recognition.
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/153916
- A' Design Award Page: https://competition.adesignaward.com/153916
- Media Showcase: https://www.designnewsroom.com/!153916
- Laureate Profile: https://dezigners.org/d/348037
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
- Moutai 1935 Liquor Packaging
- Function
- Liquor Packaging
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Maroon, Dark Red, Brown, Sienna and Saddle Brown
- Images
- 5
- Client
- Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
The Recognition
- Laureate
- Chengdu Wanjiazu Technology Co., Ltd
- Country
- China
- Recognition
- Golden A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #153916
Credits
- Team
- Chengdu Sanhui Longhe Advertising Design Co., Ltd, Jing 'an Jia(General Manager& Design Director) and Yi Huang(Designer)
Design Details
- Unique Properties
- Moutai 1935, a classic Chinese distilled spirit from Guizhou province, showcases its cultural essence through the packaging design that embraces the concept of inheriting the essence and bearing in mind the classic. On the bottle, the relief patterns stand out against a backdrop of Chinese red, unfolding a golden scroll of ancient salt sellers buying and savoring liquor in Moutai town. The bottle shoulder is embossed with circular ripples that symbolize time, regional identity, and labour.
- Inspiration
- The bottle features the illustrations inspired by traditional Chinese genre paintings, vividly portraying the salt transport of Guizhou and liquor commerce scenes. These visuals highlight the historical significance of Moutai. The three circles of golden ripples on the bottle shoulder mirror the annual rings which represent the passage of time, the Chishui River as the water source of Moutai, and the terraced fields emblematic of the diligence and artisan spirit of Guizhou people.
- Research
- After thorough market research, the design team discovered that packaging designs for Chinese distilled spirits often look very similar and lack originality. Few highlight the history and quality of Chinese distilled spirits, and the cultural heritage of the product itself. Recognizing this gap, the design for Moutai 1935 delves into its historical context and regional traits, and further conveys them via traditional Chinese painting art to offer consumers a glimpse into Chinese liquor culture.
- Challenge
- The key challenge lay in injecting novelty into the colour scheme of Chinese red and gold, which is commonly seen in the packaging designs for Chinese distilled spirits, and ultimately creating a classic and distinguished image for Moutai 1935. To this end, the bottle uses a muted shade of red as the background hue, exuding a profound vibe. And the inclusion of Chinese genre paintings seamlessly melds the Chinese distilled spirit with stories, imbuing Moutai 1935 with a vibrant cultural essence.
- Realization and Technology
- The gift box of Moutai 1935 is made from environmentally friendly, recyclable and biodegradable chipboard. The bottle is crafted from the type of glass commonly used for Chinese distilled spirits. And the patterns on the bottle have been enhanced with a glaze spray to heighten the overall visual appeal. The zinc alloy cap features an innovative broken dentiform structure as an anti counterfeit measure.
- Operation and Interaction
- The text and patterns on the bottle both feature a relief design and are enhanced with a glaze spray. This not only increases friction to prevent slipping when held, but also provides a pleasant touch and aesthetic allure.
- Project Duration and Location
- The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.
- Specifications
- product dimensions,230 mm x 85 mm x 85 mm
- Keywords
- Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging
