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Moutai 1935: Embracing Cultural Essence

The bottle features illustrations inspired by traditional Chinese genre paintings, vividly portraying the salt transport of Guizhou and liquor commerce scenes, highlighting the historical significance of Moutai. The relief patterns stand out against a backdrop of Chinese red, unfolding a golden scroll of ancient salt sellers buying and savoring liquor in Moutai town. The bottle shoulder is embossed with circular ripples that symbolize time, regional identity, and labor.

The gift box of Moutai 1935 is made from environmentally friendly, recyclable, and biodegradable chipboard. The bottle is crafted from the type of glass commonly used for Chinese distilled spirits, and the patterns on the bottle have been enhanced with a glaze spray to heighten the overall visual appeal. The zinc alloy cap features an innovative broken dentiform structure as an anti-counterfeit measure.

After thorough market research, the design team discovered that packaging designs for Chinese distilled spirits often look very similar and lack originality. Recognizing this gap, the design for Moutai 1935 delves into its historical context and regional traits, and further conveys them via traditional Chinese painting art to offer consumers a glimpse into Chinese liquor culture.

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