Authoring information
Title: Three Squirrels Sun Monkey King Fine Brewed Beer
Brand Holdings: Three Squirrels Co., Ltd.
Packaging Design: Yuyi Design Office Lascaux Design Firm
Brand Fang: Rat Gui Qi
Original design: Chen Yiwen
Visual Performance: Gan Ding Zhe Dong Tian
Project Promotion: Lv Yuxing and Wang Yu

01 From Snack Brand to Full Category Ecology, Three Squirrels Breaking the Boundary Experiment and Market Pattern
The three squirrels started with nuts and are now accelerating their expansion into meat products, convenient instant food, drinks and other categories, gradually breaking consumers' inherent awareness of their "snack brands" and building a broader consumption scene. This not only triggered a heated discussion in the industry, but also provided consumers with a more quality-to-price choice, allowing the market to see more possibilities. In this exploration, we have jointly created a variety of products with the three squirrels, opened up new subdivision tracks in the highly competitive market, and helped the three squirrels break through category boundaries and explore more diversified consumer experiences.

02 Why is the proposition of tea and beer established? The integration of tea and wine
In the highly homogeneous competition in the wine and beverage market, traditional products have been difficult to stimulate the freshness of consumers, and the beverage demand of a new generation of young consumers is also shifting from a single "spirit" or "clear drink" to more diverse Flavor exploration. The birth of tea beer is a response to this consumption trend-it not only meets people's expectations for alcoholic drinks, but also integrates the depth and sweetness of oriental tea culture, providing a breakthrough taste experience for the market. More importantly, the combination of tea and wine is not only a flavor innovation, but also an extension of the market boundary. Sun Monkey King Tea Beer, with the integration of oriental tea and craft beer, breaks the antagonistic cognition of traditional tea and wine, and finds a new balance between rationality and sensibility, restraint and release.

What kind of monkey king do you need? Everyone has a great sage in his heart.
Sun Monkey King, is it the Great Sage Equaling Heaven who breaks through the shackles, or is it a transparent and self-sustaining man who conquers the Buddha? Everyone has his own answer in his heart. The brand positioning of Sun Monkey King Tea Beer is also under such thinking: is it a "rebel" who focuses on breaking through boundaries and regular, or a "Zen king" who expresses introverted philosophy and wisdom? The choice of this positioning not only affects the brand's temperament, but also determines the way the product is packaged and visually conveyed-whether it emphasizes strength, confrontation, or balance and restraint?

04 Thinking of Finding Balance in Opposition: The Third Possibility of Dynamic and Static
All things seek balance in oppositions. Wine is strong and tea is light. When we were young, we pursued the stimulation of strong liquor and drank it freely. After growing up, we know the return of tea and learn to savor it carefully. It is in these two seemingly contradictory states that Sun Monkey King Tea Beer is looking for the possibility of integration-let rebellion and Zen coexist, and let rigidity and restraint go hand in hand.

A fallen leaf, a ripple
A fallen leaf, a ripple, the movement in this blend. The logo design takes Sun Wukong's iconic golden eyes as the core identification symbol, highlighting the brand IP attribute; A wine glass is formed between the eyes, implying the product attribute; The pupil presents ripples and ripples of leaves stirring into the water, the stillness of tea and the freedom of wine, all hidden in it.

It's time to brush your clothes and hide your merit and name.
Sun Monkey King is not only an image, but also a realm. We take the "mountain" as the carrier, unreal the image of Sun Wukong, the golden cudgel, water curtain cave, flower and fruit mountain, cleverly interspersed between the mountains, dynamic and static, wild and restrained, here blend. It is not only the Great Sage Equaling Heaven who has overturned the rivers and seas, but also a quiet mountain-like fighting to overcome the Buddha, achieving a spiritual symbol that breaks the boundary and holds itself.

Blowing a vellus hair to make the wine overflowing
The Great Sage's mouth spits out immortal qi, which is transformed into tea and wheat, connecting the balance of tea and wine. This is not only a blend of flavors, but also a metaphor for growth-the youth is unruly and prefers the stimulation of spirits; When mature, they know the return of tea and enjoy composability and restraint. This immortal spirit is not only an extension of taste, but also a philosophical expression of life-both rigid and flexible, moving and moving freely.

05 everyone really needs a relaxation: remove the golden hoop and enjoy yourself
With the fast pace and high pressure of modern life, people increasingly need a way to relax themselves. And tea beer, not to use alcohol to relieve sorrow, but a kind of "self-pleasing" experience-not only brings tipsy relaxation, but also integrates the calmness of tea, so that people return to inner balance. The design of the golden hoop has become a concrete expression of this concept. The moment the bottle is opened, it seems to take off the imprison with one's own hands, so that heaven and earth can be rejoined in the palm of one's hand. Metallic gold hoop, a symbol of strength, but also carries the Zen.

06 The Value of Design: Building Brand Differentiation Cognition
The value of design lies not only in aesthetic presentation, but also in building differentiated cognition for brands and endowing products with deep cultural connotations. The design of Sun Monkey King Tea Beer is an exploration of tea and wine, movement and stillness, balance and breakthrough. This exploration is not only a design practice, but also a direct proof that design drives brand evolution.