Yurun Siyuan
Designer / Agency
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This wine tool set is specifically designed for Moutai liquor, a renowned Chinese liquor brand. The set aims to convey Moutai’s spirit of gratitude and giving back while cultivating a profound cultural ambiance of gratitude, wherein Moutai acknowledges the kindness received, embraces its origins, and fosters a sense of appreciation and the pursuit of progress. Furthermore, it represents the company’s resolute commitment to repay acts of kindness and conscientiously assume the responsibility that accompanies such grace. The design concept, which aligns perfectly with the cultural connotations symbolized by the phrase “Si Yuan” (思源) meaning “returning to the source” from a famous Chinese poem, emphasizes the importance of acknowledging and appreciating one’s origins.
The packaging box and gift bag employ a minimalist design approach, combining deep purple and golden textures to present users with a solemn and elegant first impression. The contrast between light and dark colors directs the user’s visual focus towards the illustrations, brand logo, and accessories. The front illustration portrays the unique brewing environment of Moutai liquor, depicting its distinctive landscape in different layers. It represents not only a microcosm of the brand’s birth but also symbolizes its cultural heritage rooted in nature and gratitude.
In harmony with the set’s name “Yu Run,” which means “lustre of jade”, the main body of the wine vessels are crafted from exquisite jade-like ceramic material, characterized by a pure and warm glaze, which also symbolizes noble virtues. The appearance of the wine jar evokes the imagery of robe-wearing ancients drinking a toast, with the “raised hand” serving as an inverted beak-shaped channel for pouring. Additionally, to enrich the visual effect and provide users with a distinguished drinking experience, the wine jar features embossed metal elements at the bottom, complementing the golden product logo on it.
The set consists of eight wine glasses, with ceramic bottoms, metallic structural components with embossing, and glass bodies. When the user turns the wine glass upside down, a red seal on the bottom reveals the fusion of Moutai’s spirit of gratitude and the moral standards summarized by Confucianism. Each seal represents a Chinese character associated with virtues such as benevolence, righteousness, propriety, wisdom, trustworthiness, respect, loyalty, and filial piety, reinforcing the cultural temperament of the product.

Agency:Guizhou Jiuyun Creative Product Cultural Development Co., LTD.

Guizhou Jiuyun Creative Product Cultural Development Co., LTD. Founded in 2016, it is a comprehensive service company focusing on original design. Since its establishment, the company has been based on user experience as the core, following the development concept of "adhere to culture, innovative service". We hope to carry traditional culture with modern design language, and reflect the cultural core contained in products while expressing product attributes. Relying on strong creative product supply chain resources, the company provides customers with integrated solutions of product design, research and development, proofing, production, packaging and distribution services. The core business includes creative product development, cultural and creative gift design, brand image design, etc. At the same time, the company has provided cultural and creative gift development, design and production services for many times for China Tobacco, including Jiangsu, Sichuan, Fujian and Zhejiang. In addition, the company also has deep cooperation with Ruters, Nongfu Spring, Tencent, Huawei and other well-known brands, to provide professional, high-quality full-case design services for the major brands, with the design language to help the brand efficiently interpret and convey the brand concept, establish brand image.