Guizhou Moutai Maoyuan Jiu Liquor Packaging by Luo Heng

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DESIGN DETAILS
DESIGN NAME:
Guizhou Moutai Maoyuan Jiu

PRIMARY FUNCTION:
Liquor Packaging

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / 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.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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.

TAGS:
Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture

RESEARCH ABSTRACT:
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.

ADDED DATE:
2021-12-22 10:13:20

TEAM MEMBERS (1) :
Luo Heng

IMAGE CREDITS:
Luo Heng

CLIENT/STUDIO/BRAND DETAILS
NAME:
Laboratory and Hopeful

PROFILE:
-

NOMINATION DETAILS

Guizhou Moutai Maoyuan Jiu Liquor Packaging by Luo Heng is a Nominee in Packaging Design Category.

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AWARD DETAILS

Guizhou Moutai Maoyuan Jiu Liquor Packaging by Luo Heng is Winner in Packaging Design Category, 2021 - 2022.



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