Revolutionizing Packaging Design: Li Zuo's Taiyuan ZHI Yuanyi

Unveiling the Unique Design Concept and Execution of Moutai Group's Award-Winning Packaging

The inspiration behind the packaging design of Taiyuan ZHI Yuanyi is the element of water, a symbol of emotion. Li Zuo has creatively used the pattern of seawater, cliffs from ancient official robes, and traditional auspicious decorations to evoke a sense of happiness and longevity. This design concept embodies the spirit of unification and the philosophy that life is like water.

What sets this design apart from others is its unique approach to brand elements. While Moutai Group's products traditionally carry the brand's imprints such as the bottle type, flying pattern, and italic letter, the Taiyuan ZHI Yuanyi packaging design has subverted these imprints. The only element retained is the Moutai bottle shape, which has been enhanced and heightened, resulting in a fresh and innovative design.

The realization of this design was achieved through the technique of baking flowers in glass bottles. This method, combined with the unique design elements, resulted in a packaging design that is not only visually appealing but also emotionally resonant, embodying the concept of "emotional water".

The design process, which took place in Maotai from April to August 2017, was not without its challenges. The main challenge was to break away from the consistent style design of Maotai. However, with creative design and innovative thinking, Li Zuo was able to overcome this challenge and create a design that is both unique and reflective of the brand's identity.

The Taiyuan ZHI Yuanyi packaging design is a testament to Li Zuo's creativity and innovation in the field of design. It has not only won the Silver A' Packaging Design Award in 2020 but also set a new standard for packaging design in the industry. The design is admired for its strong technical characteristics, splendid artistic skill, and its ability to evoke positive feelings, amazement, and wonder.