Moutai Liquor is a distinguished Chinese distilled spirit presented through an innovative packaging design that masterfully combines traditional cultural elements with contemporary mechanical ingenuity. The design, created by Yu Kai Liu in collaboration with illustrator Cheng Tian Sheng, represents a significant advancement in luxury spirits packaging, featuring a sophisticated pull-card mechanism that transforms the visual presentation through mechanical interaction. The package dimensions of 140mm x 125mm x 300mm house a 500ml ceramic bottle adorned with three-dimensional low-temperature relief patterns, exemplifying the integration of traditional Chinese ceramic artistry with modern packaging technology. The design's conceptual foundation draws inspiration from childhood memories and Chinese zodiac symbolism, creating an immersive narrative that depicts a celestial feast of the twelve zodiac animals in Moutai Town. This innovative approach earned recognition with a Bronze A' Design Award in the Packaging Design category, acknowledging its contribution to advancing packaging design through its unique combination of mechanical functionality and cultural storytelling. The design's distinctive features include elaborate zodiac illustrations, transformative pattern mechanics, and the use of premium materials that elevate the traditional liquor packaging paradigm. The project, completed between October 2019 and February 2020 in Shenzhen, demonstrates a sophisticated understanding of both cultural heritage and contemporary design principles, offering a fresh perspective on luxury spirits presentation while maintaining strong connections to Chinese artistic traditions.
Chinese spirits, premium packaging, zodiac illustrations, mechanical design, ceramic craftsmanship, cultural heritage
CITATION : "Adam Dawson. 'Moutai Liquor.' Design+Encyclopedia. https://design-encyclopedia.com/?E=455729 (Accessed on July 16, 2025)"
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