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Moutai Shengyue Flying Fairy: Celebrating Dunhuang Artistry in Baijiu Packaging Design

Moutai Shengyue Flying Fairy is a standout packaging design that draws its inspiration from the iconic Flying Fairy murals found in the Mogao Grottoes of Dunhuang, specifically referencing the music god depicted in Cave 401. The design team at Yingsong Brand Design (Shenzhen) Co, Ltd meticulously incorporated the elegant posture and flowing ribbons of the Flying Fairy, using hand-drawn illustrations in a traditional mural style to evoke the ethereal beauty of ancient Chinese art. The two-layered cloud pattern structure inside the box is crafted to create a dramatic visual effect, as if the Flying Fairy is soaring out of the murals, offering consumers a unique and immersive unboxing experience.

The packaging features a harmonious blend of traditional and modern elements. The brand logo and bottle cap pattern are directly inspired by Dunhuang's Flying Fairy motifs, with the cap utilizing a traditional enamel technique for added authenticity. The primary color, Crimson Yarn, is a classic Chinese hue, further enhancing the cultural resonance of the design. Every detail, from the choice of materials-paper, ceramics, and metals-to the graceful depiction of the Sui Dynasty's luxurious and ethereal style, reflects a deep respect for heritage while presenting a fresh visual identity for Kweichow Moutai liquor.

The project, which began in Shenzhen in October 2023 and concluded in December 2024, was driven by extensive research into consumer preferences and baijiu packaging trends. The design team overcame significant creative and technical challenges to faithfully translate the Flying Fairy's spirit onto the packaging, ensuring both visual impact and cultural significance. Since its launch in January 2025, Moutai Shengyue Flying Fairy has been celebrated for its successful integration of art and product, achieving strong sales and earning the prestigious Golden A' Design Award for its innovation and excellence.

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