Beverage Packaging

Maotai Xiyan

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This artistic packaging highlights the premium quality of this rice wine, which is well known in China. Its design concept shares the aesthetics of traditional Chinese culture and makes use of familiar Chinese elements in order to express its deep cultural connection. The traditional elements incorporated in the design include the lucky magpie, the phoenix (king of birds), the Acacia confusa tree, auspicious clouds and peonies. The detailed and colourful illustrations against a white background express vitality and vibrancy, a theme that runs through the ancient legends of China.

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