Luo Heng ᱨᱮᱱᱟᱜ Guizhou Moutai Maoyuan Jiu Primary Function: ᱟᱨᱠᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Guizhou Moutai Maoyuan Jiu Primary Function: ᱟᱨᱠᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ
Luo Heng ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Laboratory and Hopeful
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#133947 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Guizhou Moutai Maoyuan Jiu Primary Function: ᱟᱨᱠᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: ᱜᱩᱭᱡᱷᱳ ᱢᱳᱴᱟᱭ ᱢᱟᱣᱩᱭᱟᱱ ᱡᱤᱭᱩ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱪᱤᱱᱤ ᱟᱨᱠᱷᱤ ᱞᱟᱹᱜᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱾ ᱵᱳᱛᱚᱞ ᱫᱚ ᱠᱟ᱐ᱪ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ, ᱚᱱᱟ ᱨᱮ ᱥᱮᱱᱰᱵᱞᱟᱥᱴᱤᱝ ᱯᱨᱚᱥᱮᱥ ᱟᱨ ᱮᱢᱵᱚᱥ ᱟᱠᱟᱱ ᱨᱳᱡᱽ ᱜᱚᱞᱰ ᱞᱳᱜᱳ ᱢᱮᱱᱟᱜ ᱟ ᱾ ᱦᱚᱴᱚᱠ ᱫᱚ ᱢᱮᱴᱟᱞ ᱥᱯᱨᱮ ᱯᱨᱚᱥᱮᱥ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱰᱷᱟᱠᱱᱤ ᱨᱮᱭᱟᱜ ᱪᱮᱛᱟᱱ ᱨᱮ ᱱᱚᱠᱚᱞ ᱠᱟ᱐ᱪ ᱛᱮ ᱮᱢᱵᱚᱥ ᱟᱠᱟᱱᱟ ᱾ ᱵᱟᱦᱨᱮ ᱨᱮᱭᱟᱜ ᱵᱟᱠᱥᱟ ᱨᱮ ᱦᱚᱴ ᱥᱴᱟᱢᱯᱤᱝ ᱟᱨ ᱮᱢᱵᱚᱥᱤᱝ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱜᱷᱩᱸᱰᱮ ᱦᱟᱨᱤᱭᱟᱨ ᱟᱨ ᱥᱚᱱᱟ ᱨᱚᱝ ᱫᱚ ᱢᱩᱬ ᱨᱚᱝ ᱢᱮᱱᱟᱜ ᱟ ᱾ ᱞᱦᱟᱨ ᱨᱮᱭᱟᱜ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱛᱮᱭᱟᱨ ᱨᱮ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱ ᱪᱤᱥᱩᱭ ᱜᱟᱰᱟ ᱨᱮ ᱩᱫᱩᱜ ᱟ, ᱟᱨ ᱰᱷᱟᱠᱱᱤ ᱨᱮ ᱢᱤᱫᱴᱟᱝ ᱩᱰᱟᱹᱜ ᱫᱮᱵᱤ ᱟᱨ ᱦᱚᱴᱚᱠ ᱨᱮ ᱥᱟᱨᱡᱚᱢ ᱠᱚᱴᱟᱢ ᱥᱟᱶᱛᱮ ᱢᱤᱫᱴᱟᱝ ᱠᱨᱮᱱ ᱪᱮᱬᱮ ᱫᱚ ᱯᱩᱨᱟᱹᱱ ᱪᱤᱱᱤ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱢᱟᱱᱮᱛ ᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Guizhou Moutai Maoyuan Jiu Primary Function: ᱟᱨᱠᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Guizhou Moutai Maoyuan Jiu Primary Function: ᱟᱨᱠᱷᱤ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- By drawing the inspiration from the essence of Chinese traditional culture, the design of Maoyuan bottle adopts a Chinese style design concept to integrate Chinese traditional culture and the culture of Moutai-flavor liquors. It uses a bold dark green and gold color scheme and symbolizes some traditional graphics to permanently inherit the legend of Moutai.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The flying goddess is carved on the top of the bottle top, and on the neck is a picture of pine branches on a crane, which creates a great artistic beauty. The gilt logo of the Moutai Group printed on the bottle and the wave patterns of Chishui River highlight the geographical advantage possessed by the brand by using Chishui water for liquor production. It also highlights the Moutai image.
- ᱴᱮᱜ ᱠᱚ
- Liquor packaging, Chinese traditional culture, container design, the quintessence of Chinese culture
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The bottle body is made of glass with sandblasting process and embossed with rose gold logo; the neck uses metal spraying process; the top of the lid is embossed with imitated glass; the box uses hot stamping process and embossing process.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- Challenge: To create a unique visual brand symbol;
The design of the cap edge is a streamlined abstract symbol of the wavy water pattern of the Chishui River, which implies the source of the Chishui River and forms a unique visual symbol of Maoyuan. With Chinese elements such as the flying goddess on the top of the lid, the crane picture on the neck, plus the gilded logo, the overall visual experience is more elegant. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- Research type: liquor packaging design;
Research goal: to present the understanding and interpretation of Moutai-flavor liquor and Chinese culture through packaging;
Research direction: integrate Chinese traditional culture and Moutai flavor Baijiu culture;
Research methods: online data, classic books, fieldwork and interview;
Social influence: Through the organic integration of Chishui River element and Chinese style elements, it better inherits the ancient Moutai brewing method and brings drinker back to the most precious memories. - ᱯᱨᱮᱨᱚᱱᱟ
- The elegant and streamlined visual language of the Maoyuan bottle implies the source of the Chishui River. The bottle adopts dark green as the main color, which symbolizes a vigorous and endless life, while the golden decorations add a noble and luxurious sense.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in November 2019 in Jiangxi and finished.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Maoyuan Jiu uses Chinese traditional embossment culture with streamlined design to achieve the gracefulness and modern sense of the whole product for better inheritance and development of traditional culture. The product is of great collection value.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Luo Heng
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Luo Heng
ᱥᱯᱚᱱᱥᱚᱨᱰ
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