Unveiling Luo Heng's Award-Winning Liquor Packaging Design: Guizhou Moutai Maoyuan Jiu

A Fusion of Traditional Chinese Culture and Modern Design in Liquor Packaging

Guizhou Moutai Maoyuan Jiu, a liquor packaging design by Luo Heng, is a testament to the harmonious blend of traditional Chinese culture and modern design aesthetics. The design draws inspiration from the Chishui River, symbolized by the elegant and streamlined visual language of the bottle. The dark green color of the bottle signifies a vigorous and endless life, while the golden decorations add a touch of nobility and luxury.

The uniqueness of this design lies in its integration of Chinese traditional culture and the culture of Moutai-flavor liquors. The bold dark green and gold color scheme, along with the symbolic traditional graphics, ensure the legend of Moutai is permanently inherited. The bottle body is made of glass with a sandblasting process and embossed with a rose gold logo. The neck uses a metal spraying process, and the top of the lid is embossed with imitated glass. The box uses a hot stamping process and embossing process.

Technical specifications of the design reveal a flying goddess carved on the top of the bottle top. The neck features a picture of pine branches on a crane, creating an artistic beauty. The gilt logo of the Moutai Group printed on the bottle and the wave patterns of Chishui River highlight the geographical advantage possessed by the brand by using Chishui water for liquor production. It also highlights the Moutai image.

The design of Maoyuan Jiu uses Chinese traditional embossment culture with streamlined design to achieve the gracefulness and modern sense of the whole product. This approach ensures better inheritance and development of traditional culture, making the product of great collection value. The project started in November 2019 in Jiangxi and was completed within a reasonable timeframe.

One of the challenges faced in the design process was creating a unique visual brand symbol. The design of the cap edge is a streamlined abstract symbol of the wavy water pattern of the Chishui River, implying the source of the river and forming a unique visual symbol of Maoyuan. With Chinese elements such as the flying goddess on the top of the lid, the crane picture on the neck, plus the gilded logo, the overall visual experience is more elegant.

The Guizhou Moutai Maoyuan Jiu design by Luo Heng was awarded Silver in A' Packaging Design Award in 2022. This recognition is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.