Ying Song Brand Design Shenzhen Co, Ltd ᱨᱮᱱᱟᱜ Moutai Shengyue Flying Fairy ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2025 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱥᱳᱱᱟᱯᱮᱠᱮᱡᱤᱝ· 2025
Moutai Shengyue Flying Fairy ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ
Ying Song Brand Design Shenzhen Co, Ltd ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Kweichow Moutai Co.,Ltd.
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#169249 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Moutai Shengyue Flying Fairy ᱢᱚᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱢᱚᱣᱛᱟᱭ ᱥᱮᱝᱭᱩᱭ ᱩᱰᱟᱹᱣ ᱯᱚᱨᱤ (Moutai Shengyue Flying Fairy) ᱫᱚ ᱢᱤᱫᱴᱟᱹᱝ ᱪᱤᱱ ᱵᱟᱭᱡᱤᱣ ᱢᱚᱫ ᱞᱟᱹᱜᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱰᱩᱱᱦᱩᱣᱟᱝ ᱠᱟᱸᱛ ᱪᱤᱛᱟᱹᱨ ᱨᱮ ᱚᱞ ᱟᱠᱟᱱ ᱩᱰᱟᱹᱣ ᱯᱚᱨᱤ ᱦᱚᱲᱢᱚ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱮᱨᱚᱬᱟ ᱧᱟᱢ ᱟᱠᱟᱫᱟ, ᱡᱟᱹᱥᱛᱤ ᱠᱟᱛᱮ ᱢᱚᱜᱟᱣ ᱜᱨᱚᱴᱚᱥ ᱨᱮᱭᱟᱜ 401 ᱱᱚᱢᱵᱚᱨ ᱜᱩᱦᱟᱹ ᱨᱮᱭᱟᱜ ᱥᱮᱨᱮᱧ ᱵᱚᱸᱜᱟ ᱠᱷᱚᱱ, ᱡᱟᱦᱟᱸᱭ ᱫᱚ ᱥᱩᱜᱩᱲ ᱦᱚᱲᱢᱚ ᱥᱟᱶ ᱢᱤᱫᱴᱟᱹᱝ ᱥᱮᱸᱜ ᱵᱟᱡᱟ ᱥᱟᱵ ᱟᱠᱟᱫ ᱞᱮᱠᱷᱟ ᱧᱮᱞᱚᱜ ᱠᱟᱱᱟ᱾ ᱢᱩᱬ ᱨᱚᱝ ᱫᱚ ᱠᱨᱤᱢᱡᱚᱱ ᱭᱟᱨᱱ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱢᱤᱫᱴᱟᱹᱝ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱢᱟᱨᱮ ᱯᱟᱹᱨᱥᱤ ᱨᱚᱝ ᱠᱟᱱᱟ, ᱟᱨ ᱢᱮᱰ ᱵᱚᱛᱚᱞ ᱴᱚᱯᱤ ᱨᱮᱭᱟᱜ ᱪᱤᱛᱟᱹᱨ ᱫᱚ ᱢᱟᱨᱮ ᱮᱱᱟᱢᱮᱞ ᱠᱟᱹᱢᱤᱦᱚᱨᱟ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ᱾ ᱵᱟᱠᱚᱥ ᱫᱚ ᱡᱚᱡᱚᱢ ᱥᱮᱡ ᱠᱷᱚᱱ ᱡᱷᱤᱡᱚᱜ-ᱟ ᱟᱨ ᱵᱷᱤᱛᱨᱤ ᱨᱮ ᱵᱟᱨ ᱯᱚᱨᱚᱛ ᱨᱤᱢᱤᱞ ᱪᱤᱛᱟᱹᱨ ᱛᱮᱭᱟᱨ ᱢᱮᱱᱟᱜ-ᱟ᱾ ᱱᱚᱶᱟ ᱥᱮᱴ ᱨᱮᱭᱟᱜ ᱢᱟᱯ ᱫᱚ 140 ᱜᱩᱱᱩᱱ 105 ᱜᱩᱱᱩᱱ 280 ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱠᱟᱱᱟ ᱟᱨ ᱱᱚᱶᱟ ᱨᱮ ᱠᱟᱜᱚᱡ, ᱥᱮᱨᱟᱢᱤᱠ ᱟᱨ ᱢᱮᱰ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Moutai Shengyue Flying Fairy 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 Shengyue Flying Fairy 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
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- A box and a bottle / 140 mm*105 mm*280 mm / Paper, ceramics, metals/
- ᱴᱮᱜ ᱠᱚ
- Chinese Baijiu packaging, packaging design, Flying Fairy, Dunhuang frescoes, Enamel
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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. - ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in Shenzhen in October 2023, was completed in December 2024, and was launched for sale in China on January 5, 2025.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The box is opened from the right side, and the bottle is opened from the top metal cap
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Shuo Yu
Yingsong Chen
Wenbing Cheng
longKun Zou
Huandi Li - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image #1: Creator Yingsong Chen, 2024
Image #2: Creator Yingsong Chen, 2024
Image #3: Creator Yingsong Chen, 2024
Image #4: Creator Yingsong Chen, 2024
Image #5: Creator Yingsong Chen, 2024
ᱥᱯᱚᱱᱥᱚᱨᱰ
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ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
