Chengdu Wanjiazu Technology Co., Ltd ᱨᱮᱱᱟᱜ Moutai 1935 ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2024 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱥᱳᱱᱟᱯᱮᱠᱮᱡᱤᱝ· 2024
Moutai 1935 ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ
Chengdu Wanjiazu Technology Co., Ltd ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#153916 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Moutai 1935 ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Moutai 1935 ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ Guizhou ᱯᱚᱱᱚᱛ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱪᱳᱭᱟᱣ ᱟᱠᱟᱱ ᱢᱚᱫ ᱞᱟᱹᱜᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱠᱟᱱᱟ᱾ ᱠᱟᱺᱪ ᱵᱚᱛᱚᱞ ᱨᱮ ᱟᱨᱟᱜ ᱯᱩᱭᱞᱩ ᱪᱮᱛᱟᱱ ᱨᱮ ᱨᱤᱞᱤᱯᱷ ᱱᱟᱠᱥᱟ ᱢᱮᱱᱟᱜᱼᱟ, ᱚᱠᱟ ᱨᱮ Moutai ᱟᱛᱩ ᱨᱮᱭᱟᱜ ᱵᱩᱞᱩᱝ ᱟᱹᱠᱷᱨᱤᱧᱤᱡ ᱠᱚ ᱟᱨ ᱢᱚᱫ ᱵᱮᱯᱟᱨ ᱨᱮᱭᱟᱜ ᱥᱚᱱᱟ ᱨᱚᱝ ᱫᱨᱤᱥᱭᱚ ᱠᱚ ᱩᱫᱩᱜᱚᱜ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱱᱟᱠᱥᱟ ᱠᱚ ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱯᱟᱨᱚᱢᱯᱚᱨᱟ ᱡᱮᱱᱨᱟ ᱪᱤᱛᱟᱹᱨ ᱠᱷᱚᱱ ᱯᱨᱮᱨᱚᱱᱟ ᱠᱚ ᱧᱟᱢ ᱟᱠᱟᱫᱟ᱾ ᱵᱚᱛᱚᱞ ᱛᱟᱨᱮᱱ ᱨᱮ ᱯᱮ ᱜᱚᱴᱟᱝ ᱥᱚᱱᱟ ᱨᱚᱝ ᱫᱟᱜ ᱫᱚᱞᱚᱭ ᱞᱮᱠᱟᱱ ᱜᱚᱞᱜᱚᱞ ᱮᱢᱵᱚᱥ ᱟᱠᱟᱱᱟ᱾ ᱨᱤᱞᱤᱯᱷ ᱪᱮᱛᱟᱱ ᱨᱮ ᱜᱞᱮᱡᱽ ᱥᱯᱨᱮ ᱛᱮ ᱥᱟᱡᱟᱣ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱛᱮ ᱥᱟᱵᱽ ᱟᱨ ᱡᱚᱴᱮᱫ ᱱᱟᱯᱟᱭᱚᱜᱼᱟ᱾ ᱡᱤᱝᱠ ᱮᱞᱚᱭ ᱰᱷᱟᱠᱱᱤ ᱨᱮ ᱨᱟᱹᱯᱩᱫ ᱰᱟᱴᱟ ᱞᱮᱠᱟᱱ ᱜᱚᱲᱚᱱ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱱᱚᱠᱚᱞ ᱵᱚᱸᱫ ᱞᱟᱹᱜᱤᱫ ᱩᱯᱟᱹᱭ ᱠᱟᱱᱟ᱾ ᱥᱤᱨᱯᱷᱟᱹ ᱵᱟᱠᱚᱥ ᱫᱚ ᱫᱩᱦᱲᱟᱹ ᱵᱮᱵᱷᱟᱨ ᱟᱨ ᱱᱚᱥᱴᱚᱜ ᱫᱟᱲᱮᱭᱟᱱ ᱪᱤᱯᱵᱳᱰ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Moutai 1935 ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Moutai 1935 ᱢᱚᱫ 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
- Moutai 1935, a classic Chinese distilled spirit from Guizhou province, showcases its cultural essence through the packaging design that embraces the concept of inheriting the essence and bearing in mind the classic. On the bottle, the relief patterns stand out against a backdrop of Chinese red, unfolding a golden scroll of ancient salt sellers buying and savoring liquor in Moutai town. The bottle shoulder is embossed with circular ripples that symbolize time, regional identity, and labour.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- product dimensions,230 mm x 85 mm x 85 mm
- ᱴᱮᱜ ᱠᱚ
- Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The gift box of Moutai 1935 is made from environmentally friendly, recyclable and biodegradable chipboard.
The bottle is crafted from the type of glass commonly used for Chinese distilled spirits. And the patterns on the bottle have been enhanced with a glaze spray to heighten the overall visual appeal.
The zinc alloy cap features an innovative broken dentiform structure as an anti counterfeit measure. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The key challenge lay in injecting novelty into the colour scheme of Chinese red and gold, which is commonly seen in the packaging designs for Chinese distilled spirits, and ultimately creating a classic and distinguished image for Moutai 1935. To this end, the bottle uses a muted shade of red as the background hue, exuding a profound vibe. And the inclusion of Chinese genre paintings seamlessly melds the Chinese distilled spirit with stories, imbuing Moutai 1935 with a vibrant cultural essence.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- After thorough market research, the design team discovered that packaging designs for Chinese distilled spirits often look very similar and lack originality. Few highlight the history and quality of Chinese distilled spirits, and the cultural heritage of the product itself. Recognizing this gap, the design for Moutai 1935 delves into its historical context and regional traits, and further conveys them via traditional Chinese painting art to offer consumers a glimpse into Chinese liquor culture.
- ᱯᱨᱮᱨᱚᱱᱟ
- The bottle features the illustrations inspired by traditional Chinese genre paintings, vividly portraying the salt transport of Guizhou and liquor commerce scenes. These visuals highlight the historical significance of Moutai. The three circles of golden ripples on the bottle shoulder mirror the annual rings which represent the passage of time, the Chishui River as the water source of Moutai, and the terraced fields emblematic of the diligence and artisan spirit of Guizhou people.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The text and patterns on the bottle both feature a relief design and are enhanced with a glaze spray. This not only increases friction to prevent slipping when held, but also provides a pleasant touch and aesthetic allure.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Chengdu Wanjiazu Technology Co., Ltd
Chengdu Sanhui Longhe Advertising Design Co., Ltd
Jing 'an Jia(General Manager& Design Director)
Yi Huang(Designer)
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