Gold Packaging Design · 2025
Moutai Prince Packaging
by Chengdu Wanjiazu Technology Co., Ltd
- A' Design Award 2025 Gold Winner in Packaging Design
- Awarded April 15, 2025
- CLIENT: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
- Estimated Number of Design Views: 187,520
- Verification code 1944D6573A · Verify this award
About Moutai Prince Packaging
Moutai Prince is a packaging design for a 500 ml bottle of Chinese spirits. The bottle base takes its curved form from a sesame pod, and the top mimics a blooming sesame flower. The T shaped cap combines sesame petal motifs with an illustration of five cranes. The cap is made with metal embossing, which creates a detailed three dimensional texture. The base is finished with a velvet texture that is comfortable to hold. The color scheme uses an elegant sauce hue with bronze and gilded gold tones. A diagonal label on a wisteria purple background is framed by golden wheat ear patterns.
Chengdu Wanjiazu Technology Co., Ltd's Moutai Prince Packaging emerges from a rich tradition of ceremonial vessel design, where functional containment transcends mere utility to become a vehicle for cultural storytelling and aesthetic refinement. The packaging system demonstrates remarkable integration of historical visual vocabularies with contemporary material technologies, suggesting an awareness of heritage preservation within modern luxury markets. The sculptural relief program adorning the bottle surface presents a narrative tableau of scholarly figures, their positioning and gestural language evoking classical representations of intellectual discourse and cultural transmission that have resonated across centuries of artistic production. Technical achievement manifests through the seamless marriage of precision embossing, metallic finishing, and holographic printing technologies, each element contributing to a unified sensory experience that rewards prolonged examination. The chromatic selection of copper-rose establishes immediate associations with precious metals and aged patinas, conferring material value through color psychology while the complementary lavender-silver diagonal band introduces an element of contemporary technological wonder. Compositional intelligence reveals itself in the careful balance between ornamental richness and visual clarity, where elaborate decorative programs coexist with clearly readable typographic hierarchies. The accompanying presentation box extends the design language through material and chromatic correspondence, creating a cohesive unboxing experience that honors traditions of ceremonial gift-giving. One might observe how the undulating wave patterns at the vessel's base reference classical water symbolism associated with prosperity and continuous flow, while the cloud scroll motifs speak to aspirational heavenly associations. The viewer is invited to consider how such packaging designs function as cultural ambassadors, carrying forward aesthetic traditions while embracing material innovations that speak to contemporary expectations of luxury presentation.
Press Kit
- Unique Properties
- Moutai Prince Classic Moutai Flavor, launched by Kweichow Moutai Co.,Ltd., has earned widespread acclaim for its exceptional quality. To further strengthen the distinct identity and core competitive edge of the brand, its packaging has undergone a comprehensive revamp, encompassing color coordination, pattern design, and craftsmanship. This redesign not only enhances its visual appeal but also effectively communicates the cultural significance of the brand.
- Dimensions & Packaging
- A bottle contains 500ml
- Tags
- Packaging design, Delicate velvet texture, Metal embossing techniques, Symbolism of sesame blossoms, Integration of traditional cultural elements
- Production Technology
- The bottle base is finished with a delicate velvet texture that conveys a luxurious and distinctive quality while enhancing comfort when held. The cap is meticulously crafted using metal embossing techniques, resulting in a detailed and richly layered texture that creates a vivid 3D visual effect. These fine details enhance the visual appeal and artistic charm of the product.
- Design Challenge
- The core challenge was to enhance visual impact while ensuring a cohesive style through color coordination. To this end, the color scheme is dominated by an elegant sauce hue, complemented by bronze and gilded gold tones that add depth and richness to the visual layers. A diagonal label, set against a wisteria purple backdrop and framed by golden wheat ear patterns, adds a touch of refinement. Thoughtful color distribution and transition create visual harmony, resulting in a unified aesthetic.
- Project Duration
- The design and development of this packaging started in Chengdu, Sichuan Province, in March 2024. It was then introduced to the Chinese market in December 2024.
- Operation Flow
- By integrating rich traditional cultural elements, each sip of the premium liquor allows users to deeply experience the essence of profound Chinese heritage, fostering their cultural confidence and identity. The meaningful symbols and blessings on the packaging transcend mere decorations, serving as a bridge that connects the brand with consumers and evokes emotional resonance.
- Research
- This design goes beyond celebrating traditional aesthetics, further conveying the culture and values of the brand. With richly layered design elements, the packaging invites a profound dialogue with consumers, offering a superior sensory experience and a deep sense of cultural identity. It also amplifies the emotional value and sparks social interactions, fostering greater user satisfaction and loyalty. Every encounter with the product provides a joyful user experience full of heartfelt wishes.
- Inspiration
- A Chinese saying describes a sesame stalk blooming notch by notch, rising ever higher, as a symbol of career and life progress. Inspired by this, the bottle base emulates the natural beauty of a sesame pod with its sleek, naturally curved form. The top mimics a blooming sesame flower, symbolizing prosperity and flourishing. The T shaped cap combines sesame petal motifs with an illustration of five cranes, evoking a solid, refined feel while adding both cultural and artistic values.