2025 | Professional

MUSE Design Awards Platinum Winner

Kweichow Moutai · Shengyue Flying Fairy Chinese Baijiu

Entrant Company

Moutai Industrial Design Center and Ying Song Brand Design(Shenzhen)Co., Ltd

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Kweichow Moutai Co.,Ltd.

Country / Region

China

Kweichow Moutai is a prestigious Chinese liquor brand, which incorporates the 'Flying Fairy' motif from Dunhuang murals into its registered trademark design.

The design takes inspiration from the 'Flying Fairy' in the the Mogao Grottoes of Dunhuang, and the 'music god' image in Cave 401 is the core source of creation. This' music god' holds the sheng instrument in both hands, with a graceful posture and a sense of agility. The bottle cap decoration is taken from a partial pattern in the center of the well drilled in Cave 401 of Mogao Grottoes. This design is hand drawn in the style of ancient Chinese mural art. On the bottle, the flying fairy ribbon flows gracefully, depicting the elegant, luxurious, and ethereal posture of Sui Dynasty flying celestial beings.

There are double-layered cloud-like decorations around the wine bottle inside the box, and the outer box is opened, as if the 'Flying Fairy' flies out of the Dunhuang murals, giving consumers a very amazing feeling.

Credits

Design
Shuo Yu
Design
Yingsong Chen
Design
Wenbing Cheng
Design
longKun Zou
Design
Huandi Li
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