Beverage Packaging

Kweichow Moutai Chenniang

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The packaging design for this Chinese liquor was inspired by characteristic buildings of the small town of Maotai. The landscape of the region is the subject of this distinctive illustration. The Chishui River has a long history in China; its abstract depiction is at the core of the packaging design. The implementation on white or black background follows a minimalist design approach in order to reflect a contemporary luxury product. In addition, the packaging combines special craft materials and an anti-counterfeiting system in order to arouse the consumers’ interest and stimulate their purchasing desire.

Credits
  • Art Direction:
    Yingsong Chen
  • Client:
    Kweichow Moutai Co., Ltd., Renhuai, Guizhou, China
  • Design:
    Shenzhen Yuto Packaging Technology Co., Ltd., Shenzhen, China
  • Graphic Design:
    Long Jiang, Tao Wu
  • Head of Marketing:
    Shuo Yu
  • Programming:
    Yanfei Cheng
  • Technical Direction:
    Zhaohui Yu