Jiang Flavour Passwords Packaging by Hai Zhu |
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| DESIGN NAME: Jiang Flavour Passwords PRIMARY FUNCTION: Packaging INSPIRATION: The bottle design is inspired by the Sinan, an ancient Chinese invention for identifying directions. Just as it guides the way, this packaging beckons consumers to explore the depth and breadth of the Jiang flavour unique to Moutai. The Sinan design is further enriched with the visual elements, revealing the brewing expertise and profound cultural heritage of Moutai. The innermost circle features the four divine beasts in Chinese culture, symbolizing four seasons and cardinal directions. UNIQUE PROPERTIES / PROJECT DESCRIPTION: KweiChow Moutai·The Passwords of Jiang Flavour is positioned as a limited collection of Chinese Jiang flavour Baijiu. Its packaging takes the six passwords of Jiang flavour as the theme, and draws inspiration from the Sinan, an ancient Chinese invention for identifying directions. Adding to its allure is the engravings of natural and cultural elements, making the bottle a piece of art with visual and tactile appeal while also immersing consumers in a cultural and traditional aesthetic journey. OPERATION / FLOW / INTERACTION: The top features a rotatable Sinan, which serves not just as ornamentation but also mimics the guiding function of this ancient tool. This feature adds an educational and playful element to the packaging. Three concentric circles of patterns radiate outward from the center, depicting of the 24 solar terms, the molecular structures of the health boosting ingredients in this liquor, and the six passwords of Jiang flavour. These elements form a bridge between ancient culture and modern science. PROJECT DURATION AND LOCATION: The design and development of KweiChow Moutai·The Passwords of Jiang Flavour started in Chengdu at the end of 2023. It was introduced to the Chinese market in January 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The packaging design integrates diverse forms for both aesthetics and practicality. The zinc alloy cap ensures an airtight seal, effectively preserving the aroma and flavour of the liquor within. The traditional patterns on the cap not only enhance its visual appeal, but also offer an improved grip for ease of opening and reducing the risk of slipping. Additionally, the deep toned wooden box features a double door design, enhancing the unboxing experience with a distinctive and luxurious allure. SPECIFICATIONS / TECHNICAL PROPERTIES: product dimensions, 200 mm x 168 mm x 128 mm TAGS: Packaging for KweiChow Moutai, Inspiration from Sinan, Six Unique Passwords, Liquor Culture, Traditional Chinese Culture RESEARCH ABSTRACT: This packaging not only crystallizes the efforts the design team has made in reviving traditional elements with modern significance, but also reflects a profound insight into the characteristics of Moutai Jiang flavour Baijiu. It pushes the boundaries of traditional design by melding the ancient Sinan with the six passwords unique to KweiChow Moutai. This fusion tells a distinctive brand story, elevating the product beyond premium liquor to double as a cultural symbol of heritage and innovation. CHALLENGE: KweiChow Moutai is globally renowned for its unique Jiang flavour. This packaging has undergone a revolutionary transformation to honor tradition and embrace future trends. Departing from the quadrilateral shape, the base of the Sinan takes on a hexagonal form, adorned with the illustrations unique to Moutai, so as to highlight the six passwords of Jiang flavour. Moreover, the graphics and text on the packaging not only enhances its visual appeal but also reflects the cultural depth of Moutai. ADDED DATE: 2023-09-27 07:38:09 TEAM MEMBERS (1) : Hai Zhu IMAGE CREDITS: Hai Zhu, 2023. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Kweichow Moutai Company Limited PROFILE: Kweichow Moutai Co, Ltd. was incorporated on November 20, 1999, by China Kweichow Moutai Distillery (Group) Co, Ltd. as the main sponsor, jointly with seven other units. Its current controlling shareholder is Moutai Group. The Company was listed on the Shanghai Stock Exchange in August 2001 with the stock code 600519. Headquartered in Moutai Town along the stunning banks of the Chishui River in northern Guizhou Province, the Company is mainly engaged in the production and sales of Moutai Liquor and Moutai-flavored series liquors. The hero product, Kweichow Moutai Liquor is the originator and indisputable representative of Daqu Jiang-flavor Liquor in China. The brand is an integration of National Geographical Indication Products, Central European geographical indication products, organic food, and national intangible cultural heritage. Boasting lingering fragrance, it made Chinese Baijiu known by the world. |
| AWARD DETAILS | |
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Jiang Flavour Passwords Packaging by Hai Zhu is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Hai Zhu for design Jiang Flavour Passwords here.· Press Members: Login or Register to request an exclusive interview with Hai Zhu. · Click here to register inorder to view the profile and other works by Hai Zhu. |
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