Kweichow Moutai Baijiu Packaging by Yi Huang and Pei Luo |
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| DESIGN NAME: Kweichow Moutai PRIMARY FUNCTION: Baijiu Packaging INSPIRATION: This product is part of the Kweichow Moutai Group's series of cultural spirits entering the Japanese market. By studying the cultures of both China and Japan, this product was developed using elements from the Tang Dynasty, which resonate deeply with the people of both countries. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Lands apart, yet sharing the same sky, the calligraphy featured on the package is derived from a poem by the Japanese poet Prince Nagaya during the Tang Dynasty. He commissioned an ambassador to present kasaya to Buddhist monks during this period. This phrase was also inscribed on the relief supplies donated by Japan during the fight against the epidemic in Wuhan, serving as a testament to the historical friendly exchanges between China and Japan. Designed to highlight the commonalities and unique characteristics of both cultures, the product serves as a medium for cultural exchange. OPERATION / FLOW / INTERACTION: By thoroughly analyzing both Chinese and Japanese cultures, the representative elements and symbols are systematically combined to produce results that will satisfy both clients and consumers. PROJECT DURATION AND LOCATION: Renhuai city 24 July 2023 - 7 August 2023 FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The shape of the bottle is inspired by the classic Moutai bottle, incorporating the characteristics and colors of the elegant Ru Kiln porcelain, which originated in the Tang dynasty and became one of the five renowned kilns during the Song dynasty. SPECIFICATIONS / TECHNICAL PROPERTIES: 77x77x173mm TAGS: Jiang-flavour Chinese spirits, China, Japan, Tang dynasty, Porcelain RESEARCH ABSTRACT: During the Tang dynasty, China and Japan engaged in frequent cultural exchanges, with numerous Japanese ambassadors, exchange students, and monks traveling to the Tang dynasty to study. This interaction significantly impacted Japan, influencing its politics, economy, culture, aesthetics, philosophy, education, and various other fields. The culture of the Tang dynasty is highly esteemed and recognized by the people of both countries, which is why we chose it as the foundation for the design of this product entering Japan. CHALLENGE: The product is manufactured in China and sold exclusively in Japan, necessitating an understanding of both cultures, as well as the differences in laws and regulations. This complexity makes it challenging to design the product effectively. It is essential to consider multiple aspects simultaneously. ADDED DATE: 2025-02-28 05:59:56 TEAM MEMBERS (2) : Design Director [Yi Huang] and Creative Director [Pei Luo] IMAGE CREDITS: Moutai Industrial Design Center |
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NAME: Moutai Industrial Design Center PROFILE: Moutai Industrial Design Center, established in March 2023, is a product creative design agency of China Kweichow Moutai Distillery (Group) Co, Ltd, responsible for coordinating the planning, research and development and innovative design of the whole group's products. responsible for coordinating the product planning, R&D and innovative designs of the whole group. There are 17 team members, with 3 sections, namely, Design and R&D Office, Project Management Office and Digital Information Office, and more than 110 tasks have been completed since its establishment. |
| AWARD DETAILS | |
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Kweichow Moutai Baijiu Packaging by Yi Huang and Pei Luo is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Yi Huang and Pei Luo for design Kweichow Moutai here.· Press Members: Login or Register to request an exclusive interview with Yi Huang and Pei Luo. · Click here to view the profile and other works by Yi Huang and Pei Luo. |
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