Kweichow Moutai
Baijiu Packaging for Moutai Industrial Design Center
During the Tang dynasty, China and Japan participated in frequent cultural exchanges. Numerous Japanese ambassadors, exchange students, and monks traveled to the Tang dynasty to study, which had a profound impact on Japan. This influence extended beyond politics, economics, and culture to include aesthetics, philosophy, education, and various other fields. The product design reflects the unique cultural aesthetics of both countries, emphasizing this distinctive feature that sets it apart from standard product packaging.
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Kweichow Moutai by Meijie He
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Baijiu Packaging by Meijie He
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Meijie He Kweichow Moutai
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Meijie He Baijiu Packaging
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Moutai Industrial Design CenterBrand Logo
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Unique Properties
Lands apart, yet sharing the same sky, the calligraphy featured on the package is derived from a poem by the Japanese poet Prince Nagaya during the Tang Dynasty. He commissioned an ambassador to present kasaya to Buddhist monks during this period. This phrase was also inscribed on the relief supplies donated by Japan during the fight against the epidemic in Wuhan, serving as a testament to the historical friendly exchanges between China and Japan. Designed to highlight the commonalities and unique characteristics of both cultures, the product serves as a medium for cultural exchange.
Tags
Jiang-flavour Chinese spirits, China, Japan, Tang dynasty, Porcelain
Production Technology
The shape of the bottle is inspired by the classic Moutai bottle, incorporating the characteristics and colors of the elegant Ru Kiln porcelain, which originated in the Tang dynasty and became one of the five renowned kilns during the Song dynasty.
Design Challenge
The product is manufactured in China and sold exclusively in Japan, necessitating an understanding of both cultures, as well as the differences in laws and regulations. This complexity makes it challenging to design the product effectively. It is essential to consider multiple aspects simultaneously.
Project Duration
Renhuai city 24 July 2023 - 7 August 2023
Operation Flow
By thoroughly analyzing both Chinese and Japanese cultures, the representative elements and symbols are systematically combined to produce results that will satisfy both clients and consumers.
Research
During the Tang dynasty, China and Japan engaged in frequent cultural exchanges, with numerous Japanese ambassadors, exchange students, and monks traveling to the Tang dynasty to study. This interaction significantly impacted Japan, influencing its politics, economy, culture, aesthetics, philosophy, education, and various other fields. The culture of the Tang dynasty is highly esteemed and recognized by the people of both countries, which is why we chose it as the foundation for the design of this product entering Japan.
Inspiration
This product is part of the Kweichow Moutai Group's series of cultural spirits entering the Japanese market. By studying the cultures of both China and Japan, this product was developed using elements from the Tang Dynasty, which resonate deeply with the people of both countries.
Image Credits
Moutai Industrial Design Center
Project Overview
Kweichow Moutai Baijiu 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
Meijie He was recognized with the coveted Golden A' Design Award in 2025, a testament to excellence of their work Kweichow Moutai Baijiu Packaging.
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