Moutai Shengyue Flying Fairy Packaging by Ying Song Brand Design Shenzhen Co, Ltd Wins the Golden A' Design Award in Packaging Design

Ying Song Brand Design Shenzhen Co, Ltd acknowledged for packaging design by the international grand jury of the 2024 - 2025 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 19, 2025 /DesignNewswire/ A' Design Award & Competition has confirmed the Golden A' Design Award in the Packaging Design category for Moutai Shengyue Flying Fairy Packaging by Ying Song Brand Design Shenzhen Co, Ltd, designed for Kweichow Moutai Co.,Ltd.. The award was conferred within the 2024 - 2025 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.

The Golden A' Design Award Explained

The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Regarding Moutai Shengyue Flying Fairy Packaging

Moutai Shengyue Flying Fairy is a packaging design for a Chinese baijiu liquor. The design draws on the Flying Fairy figures painted in the Dunhuang murals, in particular the music god in Cave 401 of the Mogao Grottoes, shown holding a sheng instrument with a graceful posture. The main color is crimson yarn, a traditional Chinese color, and the metal bottle cap pattern is made with a traditional enamel technique. The box opens from the right side and holds a two layered cloud pattern structure inside. The set measures 140 by 105 by 280 millimeters and uses paper, ceramics and metal.

Award Record

With this recognition, Ying Song Brand Design Shenzhen Co, Ltd is a winner of 7 A' Design Awards. The awards were granted between the 2022 - 2023 and the 2024 - 2025 editions of the A' Design Award & Competition.

About the A' Packaging Design Award

The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://desingers.org/design-category/packaging

About A' Design Award & Competition

Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://desingers.org/169249
A' Design Award Page: https://competition.adesignaward.com/169249
Media Showcase: https://www.designnewsroom.com/!169249
Laureate Profile: https://desingers.org/d/343065

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Moutai Shengyue Flying Fairy Packaging
Function: Packaging
Category: Packaging Design
Discipline: Communication Design
Industry: Packaging & Retail, Branding & Advertising and Manufacturing
Colors: Saddle Brown, Maroon, Indian Red, Sienna and Brown
Images: 5
Client: Kweichow Moutai Co.,Ltd.

The Recognition

Laureate: Ying Song Brand Design Shenzhen Co, Ltd
Country: China
Recognition: Golden A' Design Award
Edition: 2024 - 2025
Design ID: #169249

Credits

Team: Shuo Yu, Yingsong Chen, Wenbing Cheng, longKun Zou and Huandi Li
Image Credits: Creator Yingsong Chen, 2024

Design Details

Unique Properties: The brand logo is from Flying Fairy pattern in the Dunhuang murals, and the design also adopts the image of music god in Cave 401 of Dunhuang Mogao Grottoes. This Flying Fairy holds the sheng with hands, with a graceful posture and a sense of agility. The bottle cap pattern also comes from the same cave, use traditional enamel technique. The main color Crimson yarn, is also a traditional Chinese color. The design depicts the elegant, luxurious and ethereal posture of the Sui Dynasty.
Inspiration: The idea from the Flying Fairy image in Dunhuang murals. There is a music god in Cave 401 of Mogao Grottoes, with a beautiful posture and flowing ribbons, perfectly matching the brand image. The pattern on the bottle cap also comes from the same cave. And we also adopted the traditional mural style hand drawn style in the illustrations of this design. The 2 layered cloud pattern structure inside the box want to give consumers a visual impact of the Flying Fairy flying out of Dunhuang murals.
Research: Type of Research: Baijiu packaging, Research Objectives : promote project sales, Methodology: design a new project, data collection: start from customers' purchase preferences, Tools Used: design software, effect: the project is successfully launched, and sales are very good.
Challenge: How to perfectly present the Flying Fairy element in Dunhuang murals on packaging, and how to visually present the Flying Fairy flying out of Dunhuang murals. It is the hardest to express.
Realization and Technology: We have referred to a large number of Dunhuang murals as the basis for design elements, striving to perfectly showcase the beauty of the Flying Fairy in Dunhuang murals in packaging design. We have done a lot of verification in terms of shape, color, and element details. Finally, we have presented the beauty of Dunhuang murals in this product packaging.
Operation and Interaction: The box is opened from the right side, and the bottle is opened from the top metal cap
Project Duration and Location: The project started in Shenzhen in October 2023, was completed in December 2024, and was launched for sale in China on January 5, 2025.
Specifications: A box and a bottle / 140 mm*105 mm*280 mm / Paper, ceramics, metals/
Keywords: Chinese Baijiu packaging, packaging design, Flying Fairy, Dunhuang frescoes, Enamel