Kweichow Moutai / Shenzhen Qianhai Red Gift Cultural Creative / Hunan Hualian Ceramics — Harmony between man and nature – Tao is its being what it is.

Yu Shuo, who has been deeply involved in the marketing of Kweichow Moutai for 24 years, is the designer and planner of Kweichow Moutai Zodiac Series, Belt and Road Series, Wedding Banquet Series, 1949–2019 Series, and so on. Besides, he also is engaged by many universities and as an expert consultant to industry associations. Li Jianghui, has been engaged in design work for 22 years, pursues a professional attitude and the endless spirit of design. He is good at digging conceptual points from traditional Chinese culture. The design concept of the unity of nature and human makes his many works possess both “temperament and soul”. Xu Junqi is currently the chairman and chief designer of Hualian Ceramics. With 35-year cultivation in the ceramic industry, he successfully developed a small factory into an industry leader and landed in the A-share capital market. He devoted himself to exploring the mysteries of mud and soil, water and fire, and discovering and creating the beauty of ceramics.

Kweichow Moutai / Shenzhen Qianhai Red Gift Cultural Creative / Hunan Hualian Ceramics in an Interview with Red Dot

Red Dot: To what extent do you think new technologies are changing design?
Kweichow Moutai / Shenzhen Qianhai Red Gift Cultural Creative / Hunan Hualian Ceramics : Chinese liquor packaging design is a relatively traditional field, but the extensive application of new technologies in environmental protection materials, functional structures, anti-counterfeiting traceability, material technology, etc. will comprehensively affect the design field.

How would you define good communication design?
Balance. The balance of sensibility and rationality, of beauty and function, of modernity and tradition, of individuality and commonality, of cost and benefit and of inheritance and innovation.

What makes your work unique?
The revival of traditional Chinese culture and skills.

Which three adjectives best describe your award-winning project?
Culture, nature and simplicity.

Please describe the concept of creativity against the background of your award-winning work.
It is the product design of a Chinese liquor that has been stored for many years. Therefore, the purple colour and gradient of the old pottery jars of Chinese liquor utensils reflect the long storage time and emphasise the beauty of years of experience. Moreover, the traditional Chinese ceramic techniques of “double-layer reactive glaze” and “kiln transformation” are used for the first time in the packaging of this Chinese liquor to enrich the pigment and colour changes of the bottle body, making it impossible for two wine bottles to be the same, so that each wine bottle has its own life and character to highlight the concept of “natural change”. Last but not least, the bottle shape of the traditional Kweichow Moutai liquor bottle is adopted, but the body of the bottle is given touch of texture, emphasising the simplicity, modesty and calmness of things. Core expression: Human beings should maintain humility and respect towards the world and show reverence and gratitude towards nature.