Moutai 1935

Liquor Packaging for Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd.

The integration of traditional Chinese paintings and a distinctive color palette sets this packaging apart. The red and gold colourway builds a strong connection with Chinese culture. Traditional Chinese genre paintings in relief encircle the bottle, exuding artistic elegance. This design also makes the previously intangible history and culture behind Chinese distilled spirits visible, positioning Moutai 1935 as a gift with deep cultural significance for global recipients. When savoring Moutai 1935, one will be immersed in an Oriental experience that engages taste, touch, and spirit.

Download Press Kit № 153916

Download Press Kit № 153916 Liquor Packaging for Kweichow Moutai-Flavor Series Spirits Marketing Co., Ltd. by Kweichow Moutai-Flavor Series Spirits to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Moutai 1935 by Kweichow Moutai Flavor Series Spirits

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Liquor Packaging by Kweichow Moutai Flavor Series Spirits

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Kweichow Moutai Flavor Series Spirits Moutai 1935

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Kweichow Moutai Flavor Series Spirits Liquor Packaging

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Kweichow Moutai Flavor Series Spirits Marketing Co Ltd Brand Logo

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Unique Properties

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.

Tags

Moutai, Chinese distilled spirits, Chinese paintings, Relief patterns, Packaging

Production Technology

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.

Design Challenge

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.

Project Duration

The design and development of this project started in Chengdu, in November, 2020. It was introduced to the market in Guizhou, in January, 2022.

Operation Flow

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.

Research

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.

Inspiration

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.

Project Overview

Moutai 1935 Liquor Packaging has been a Golden winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. 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.

Image Credits

For design images and photos please credit Kweichow Moutai-Flavor Series Spirits.

Golden Recognition

Kweichow Moutai-Flavor Series Spirits was recognized with the coveted Golden A' Design Award in 2024, a testament to excellence of their work Moutai 1935 Liquor Packaging.

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