2023 | Professional

MUSE Design Awards Platinum Winner

Moutai1935

Entrant Company

Chengdu Wanjiazu Technology Co., Ltd/ Chengdu Sanhui Longhe Advertising Design Co., Ltd

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.

Country / Region

China

Moutai 1935 is the classic Chinese Baijiu (also referred to as Chinese spirit) produced in Guizhou province, China. Its packaging features a visually captivating color scheme of red and gold, which holds deep symbolic meaning in Chinese culture. This subtle association enhances the allure of Moutai 1935, making it a valuable gift that conveys sincere blessings to friends worldwide.

Adhering to the concept of "inheriting the essence and bearing in mind the classic", this packaging design encapsulates the historic and glorious occasion when the predecessor of Moutai distillery received the special award at the Goods Expo of Southwest Provinces in 1935.

Its bottle features the exquisite golden reliefs depicting various scenes such as salt transportation by water and liquor commerce. These visual elements stand out against a backdrop of Chinese red, forming a captivating scroll with a distinct Oriental vibe and regional characteristics. Such a presentation vividly shows the rich liquor history of Guizhou Province to the world.

When consumers gaze upon the bottle, they will be immediately captivated by the golden ripples embossed within a red circular contour. This pattern design conveys three distinct symbolic meanings. Firstly, it resembles the growth rings of a tree, symbolizing the profound history of Moutai 1935. Secondly, its ripple design visually evokes a connection with the Chishui River, the esteemed water source of Moutai. Lastly, it mirrors Guizhou's unique terraced fields which symbolize diligence and abundant harvests, thereby representing Moutai's unwavering commitment to brewing craftsmanship.

When savoring the authentic flavor of the classic Chinese Baijiu, Moutai 1935, consumers can simultaneously appreciate the illustrations on the bottle, which vividly portray the water source of Moutai, the salt transport history of Guizhou Province, and the time-honored brewing technique. In this way, consumers can truly grasp the everlasting cultural significance of Moutai 1935, which has been enriched by time and regional characteristics.

Credits

Chengdu Wanjiazu Technology Co., Ltd
Chengdu Sanhui Longhe Advertising Design Co., Ltd
General Manager& Design Director
Jing 'an Jia
Designer
Yi Huang
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