Gold Packaging Design · 2024
Moutai 1935 Liquor Packaging
by Chengdu Wanjiazu Technology Co., Ltd
- A' Design Award 2024 Gold Winner in Packaging Design
- Awarded April 15, 2024
- CLIENT: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
- Estimated Number of Design Views: 2,811,877
- Verification code EC40C21499 · Verify this award
About 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.
Chengdu Wanjiazu Technology Co., Ltd's Moutai 1935 Liquor Packaging represents a distinguished achievement in premium beverage presentation, where material refinement and cultural visual vocabulary converge to create an object of considerable aesthetic merit and heritage resonance. The design demonstrates sophisticated understanding of chromatic psychology, employing deep vermillion red traditionally associated with celebration, prosperity, and auspicious occasions across numerous cultural contexts, while gilded elements introduce associations of preciousness, permanence, and elevated status. The panoramic frieze encircling the lower vessel section functions as a narrative window into historical lifeways, depicting what appears to be a thriving community engaged in commerce, agriculture, and daily activities within a mountainous landscape that suggests regional geographical identity without explicit cartographic reference. This illustrative approach transforms the functional container into a carrier of cultural memory, inviting contemplation of heritage and continuity across generations. The calligraphic elements demonstrate mastery of traditional brush-based letterforms, their confident execution and generous scale establishing clear hierarchical communication while simultaneously functioning as decorative elements that enhance the overall compositional harmony. The choice to present the packaging against a neutral white ground in this documentation allows viewers to appreciate the full chromatic saturation and surface detail without environmental distraction, while the dual-bottle arrangement reveals the comprehensive surface treatment including both primary branding and supplementary textual content. What questions might the intricate frieze illustrations prompt regarding the relationship between place, product, and cultural identity in contemporary luxury goods presentation?
Press Kit
- 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.
- Dimensions & Packaging
- product dimensions,230 mm x 85 mm x 85 mm
- Tags
- Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging
- Production 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. - Design 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.
- Project Duration
- The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.
- Operation Flow
- 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.
- 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.
- 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.
Colors of Moutai 1935 Liquor Packaging
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