Moutai: A Unique Liquor Design

Combining Tradition and Innovation

Yu Kai Liu, the mastermind behind the Moutai design, drew inspiration from the joyous moments of childhood. By incorporating a pull-change card concept, the design aims to awaken nostalgic memories and create a unique experience for consumers.

What sets Moutai apart from other liquor designs is its innovative packaging. The box skillfully utilizes the pull-change pattern principle, allowing the fairy pattern on the packaging to change. This unconventional approach breaks the traditional packaging norms and vividly portrays the fairy essence of Maotai wine. The unique illustration style and the incorporation of different zodiac signs create a grand feast, symbolizing the ode to joy of Chinese women.

Technologically, Moutai showcases the mastery of ceramic art. The ceramic bottle, with a capacity of 500ml, is a testament to Chinese artistry. The three-dimensional low-temperature embossed paper used in the packaging reflects the pattern fidelity in a remarkable way.

The Moutai design project commenced in Shenzhen in October 2019 and was completed in February 2020. Throughout the process, the design team, which included Yu Kai Liu as the designer, Cheng Tian Sheng as the illustrator, Su Yong as the Art Director, and Li Yu Chun as the Design Director, faced various challenges. One of the main challenges was finding the perfect balance between the zodiac and Maotai, as well as incorporating the concept of changing patterns into the packaging box.

The Moutai design has received recognition for its creativity and ingenuity. In 2020, it was awarded the Bronze A' Design Award in the Packaging Design category. This prestigious award honors designs that demonstrate exceptional technical and creative skills while contributing to improvements in quality of life.

Moutai is not just a liquor design; it is a celebration of Chinese culture, art, and innovation. With its unique packaging and captivating illustrations, Moutai offers consumers an immersive experience and a taste of the extraordinary.