Moutai Prince

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

This packaging design focuses on aesthetic expression while exploring deep cultural connotations, infusing the product with rich cultural heritage and emotional value. The bottle presents an illustration named Timeless Heritage, meticulously embossed to enhance its 3D effect and visual layering. The golden hue of the liquor being poured by the deity symbolizes liquid gold, representing preciousness and refinement. The outer box features borders adorned with Ruyi motifs, cloud patterns, and an illustration of five cranes, collectively conveying wishes for longevity, prosperity, and health.

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Moutai Prince by Kweichow Moutai Flavor Series Spirits

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Packaging by Kweichow Moutai Flavor Series Spirits

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Kweichow Moutai Flavor Series Spirits Moutai Prince

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Kweichow Moutai Flavor Series Spirits Packaging

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Kweichow Moutai Flavor Series Spirits Marketing Co Ltd Brand Logo

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Unique Properties

Moutai Prince Classic Moutai Flavor, launched by Kweichow Moutai Co.,Ltd., has earned widespread acclaim for its exceptional quality. To further strengthen the distinct identity and core competitive edge of the brand, its packaging has undergone a comprehensive revamp, encompassing color coordination, pattern design, and craftsmanship. This redesign not only enhances its visual appeal but also effectively communicates the cultural significance of the brand.

Tags

Packaging design, Delicate velvet texture, Metal embossing techniques, Symbolism of sesame blossoms, Integration of traditional cultural elements

Production Technology

The bottle base is finished with a delicate velvet texture that conveys a luxurious and distinctive quality while enhancing comfort when held. The cap is meticulously crafted using metal embossing techniques, resulting in a detailed and richly layered texture that creates a vivid 3D visual effect. These fine details enhance the visual appeal and artistic charm of the product.

Design Challenge

The core challenge was to enhance visual impact while ensuring a cohesive style through color coordination. To this end, the color scheme is dominated by an elegant sauce hue, complemented by bronze and gilded gold tones that add depth and richness to the visual layers. A diagonal label, set against a wisteria purple backdrop and framed by golden wheat ear patterns, adds a touch of refinement. Thoughtful color distribution and transition create visual harmony, resulting in a unified aesthetic.

Project Duration

The design and development of this packaging started in Chengdu, Sichuan Province, in March 2024. It was then introduced to the Chinese market in December 2024.

Operation Flow

By integrating rich traditional cultural elements, each sip of the premium liquor allows users to deeply experience the essence of profound Chinese heritage, fostering their cultural confidence and identity. The meaningful symbols and blessings on the packaging transcend mere decorations, serving as a bridge that connects the brand with consumers and evokes emotional resonance.

Research

This design goes beyond celebrating traditional aesthetics, further conveying the culture and values of the brand. With richly layered design elements, the packaging invites a profound dialogue with consumers, offering a superior sensory experience and a deep sense of cultural identity. It also amplifies the emotional value and sparks social interactions, fostering greater user satisfaction and loyalty. Every encounter with the product provides a joyful user experience full of heartfelt wishes.

Inspiration

A Chinese saying describes a sesame stalk blooming notch by notch, rising ever higher, as a symbol of career and life progress. Inspired by this, the bottle base emulates the natural beauty of a sesame pod with its sleek, naturally curved form. The top mimics a blooming sesame flower, symbolizing prosperity and flourishing. The T shaped cap combines sesame petal motifs with an illustration of five cranes, evoking a solid, refined feel while adding both cultural and artistic values.

Project Overview

Moutai Prince Packaging has been a Golden winner in the Packaging Design award category in the year 2024 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 2025, a testament to excellence of their work Moutai Prince Packaging.

Kweichow Moutai-Flavor Series Spirits Press Releases

Numerous press releases on Kweichow Moutai-Flavor Series Spirits and their achievements are at your disposal, inviting press members to use them freely in their coverage. Press members can now immediately access 1 press releases.

Kweichow Moutai-Flavor Series Spirits Newsroom

Visit Kweichow Moutai-Flavor Series Spirits Newsroom for an inside look at exceptional design and award-winning projects.