Mao Tai Chun Liquor

Mao Tai Chun Liquor is an innovative Chinese spirits packaging design that exemplifies the harmonious fusion of traditional cultural elements with contemporary aesthetic sensibilities. Created by designer Zeng Li under the art direction of Li Yu Chun, Su Yong, and Lei Xiao, this sophisticated packaging design emerged from a vision to reimagine traditional Chinese liquor presentation for modern consumers. The design incorporates high-temperature calcination printing on green ceramic bottles, featuring a meticulously crafted metal hollowed lid that pays homage to the zodiac year of the rat. Standing at 24 centimeters tall with a 500ml capacity, the bottle's proportions are carefully considered to create an elegant silhouette. The packaging employs beige special paper with spot color printing and hot stamping techniques, demonstrating exceptional attention to detail in its execution. The design's cultural significance is enhanced through its incorporation of traditional Chinese elements, including the distinctive Mao Tai fairy motif and zodiac symbolism, creating a meaningful connection between historical heritage and contemporary design sensibilities. The project, completed in Shenzhen in January 2020, represents a significant achievement in packaging design, earning recognition with a Bronze A' Design Award in the Packaging Design category, acknowledging its innovative approach to cultural preservation through modern design language. The design successfully bridges generational gaps by appealing to younger consumers while maintaining the prestigious character associated with traditional Chinese spirits, effectively creating a unique cultural memory through its thoughtful integration of visual elements and manufacturing techniques.

Author: Adam Dawson

Keywords: Chinese liquor packaging, cultural design elements, zodiac-inspired packaging, premium spirits design, ceramic bottle design, traditional-modern fusion

SOURCES:
https://competition.adesignaward.com/99708

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