Brand side: Maotai

Award: MUSE Design Award 2023

Reporting Agency: One Point Design Consultation

Our service: award declaration | visual communication | booth construction | warehouse logistics



Moutai is 1935 a classic Chinese liquor (also known as Chinese spirits) produced in Guizhou province, China. Its packaging uses a visually attractive red and gold color scheme, which has a deep symbolic meaning in Chinese culture. This subtle connection enhances the charm of Maotai's 1935, making it a precious gift to convey sincere wishes to friends around the world. Adhering to the concept of "passing on the essence and remembering the classics", this packaging design summarizes the historic and glorious moment when the predecessor of Maotai Distillery won a special award at the Southwest Province Commodity Fair in 1935. Its bottles are decorated with elaborate gold reliefs, depicting various scenes such as salt transport by water and liquor trade. These visual elements stand out against the background of Chinese red, forming a fascinating scroll with a distinctive oriental atmosphere and regional characteristics. Such a display vividly shows the rich history of liquor in Guizhou Province to the world. When consumers stare at the bottle, they are immediately attracted by the golden ripples embossed within the red circular outline. This pattern design conveys three different symbolic meanings. First of all, it is like the annual rings of a tree, symbolizing the profound history of Maotai in 1935. Second, its corrugated design visually evokes a connection to the Chishui River, the revered source of the Moutai River. Finally, it contrasted with Guizhou's unique terraced fields, symbolizing diligence and bumper harvest, thus representing Maotai's firm commitment to the brewing process. While tasting the authentic flavor of the Chinese classic liquor Maotai 1935, consumers can simultaneously appreciate the illustrations on the bottle, which vividly depict the water source of Maotai, the history of salt transportation in Guizhou Province and the long-standing brewing technology. In this way, consumers can truly understand the eternal cultural significance of Maotai in 1935, which was enriched by time and regional characteristics.