Moutai Shengyue Flying Fairy
Packaging for Kweichow Moutai Co.,Ltd.
The design inspiration of Flying Fairy Culture liquor comes from the Flying Fairy in the murals of the Mogao Grottoes of Dunhuang. The bottle adopts the element of Flying Fairy, showing the elegance and luxury of Flying Fairy. This design not only pays tribute to traditional Chinese culture, but also combines Kweichow Moutai liquor with Dunhuang art, endowing the product with unique cultural value.
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Moutai Shengyue Flying Fairy by Ying Song Brand Design Co Ltd
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Ying Song Brand Design Co Ltd Moutai Shengyue Flying Fairy
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Kweichow Moutai Co Ltd Brand Logo
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Unique Properties
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.
Tags
Chinese Baijiu packaging, packaging design, Flying Fairy, Dunhuang frescoes, Enamel
Production Technology
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.
Design Challenge
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.
Project Duration
The project started in Shenzhen in October 2023, was completed in December 2024, and was launched for sale in China on January 5, 2025.
Operation Flow
The box is opened from the right side, and the bottle is opened from the top metal cap
Research
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.
Inspiration
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.
Image Credits
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
Project Overview
Moutai Shengyue Flying Fairy 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.
Golden Recognition
Ying Song Brand Design Co., Ltd was recognized with the coveted Golden A' Design Award in 2025, a testament to excellence of their work Moutai Shengyue Flying Fairy Packaging.
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