Jingyangchun, as a liquor with extensive market cognition foundation and 50 years of humanistic background precipitation, how to tear off the old-school rigid labels of liquor products, break through the cognitive boundary and scene boundary, and realize the rejuvenation of liquor?
As a design company that knows more about new consumption, Jia Guwen's creativity is constantly exploring and leading the trend of commercial aesthetics in the new consumption era. This design innovation for Jingyangchun, we start from consumers, creativity, community, innovation in the inheritance, to create a full-dimensional product matrix, Jingyangchun vitality version to make liquor more fun!

Jingyangchun is a Luzhou-flavor liquor launched by Jingzhi Distillery in 1973. Because the bottle is printed with the picture of "Wu Song beating Tiger", it is affectionately called "Little Tiger" by consumers. It is a model of the ingenious combination of liquor and culture. It is not only the first Luzhou-flavor grain liquor in Shandong, but also the first export liquor brand in Shandong.

In the new era, consumption power, consumption concept, consumption preference and consumption channels are changing. The business logic and younger consumption trend of facing consumers will reshape the whole liquor market.
Jingyangchun, as a liquor with extensive market cognition foundation and 50 years of humanistic background precipitation, how to tear off the old-school rigid labels of liquor products, break through the cognitive boundary and scene boundary, and realize the rejuvenation of liquor?
As a design company that knows more about new consumption, Jia Guwen's creativity is constantly exploring and leading the trend of commercial aesthetics in the new consumption era. This design innovation for Jingyangchun, we start from consumers, creativity, community, innovation in the inheritance, to create a full-dimensional product matrix, Jingyangchun vitality version to make liquor more fun!

Young people are eager to stand out, and the greatest extent is the products they buy. We set up differences for Jingyangchun Vitality Edition, with a younger taste experience and a more dynamic packaging design, to create "the appearance that young people prefer to drink", and burst Out of a new excitement and vitality.
At the same time, it puts forward a slogan that is more direct, more real, deeper, and more heroic-"Don't be afraid of the tiger's heart is like a storm", which symbolizes the spirit of Chinese young people to explore upward, brave, and never give up.

Jingyanggang, as the hometown of Wu Song fighting tigers, Jingyangchun shows the authentic Qilu culture style and the breadth and depth of Chinese wine culture to the world in packaging, which gives it a strong legendary color and has the advantage of traditional culture.

Based on this, we upgrade the creative aesthetics based on the original products, and present Wu Song's tiger-beating picture in a more modern art form. By optimizing the bottle structure and material, we create an exquisite and transparent white frosted bottle, making the picture more vivid and lifelike.

In terms of product logo, we also return to the oldest logo design of Jingyangchun-seal script, which is based on the original logo with simple strokes and structure to improve identification. The ancient calligraphy is a historical precipitation, which can also reflect the five thousand years of wine-making culture and skill inheritance of Jingzhi.

In order to make this bottle of "vitality tiger" more interesting, we have made it palpable and playable in the details. We have creatively designed an orange tiger pattern hand rope, which echoes the orange color of the bottle cap, adding bright spots to the product and allowing people to recognize its "vitality tiger" attribute at a glance.

On the back of the bottle is a raised tiger-beating poem "Heroes Drink 18 Dendrobium, Who Dao Three Bowls but Not Gang", which deepens the cultural attribute of Jingyangchun and increases the unique delicate touch of the product.

We emphasize the consumer-centered interactive relationship, which gives Jing Yangchun more flexibility and inclusiveness in design, thus extending more playing methods, deeply integrating possible scenes of products, creating profound full-dimensional brand experience through product experience innovation and creative surroundings, and making liquor more fun.

Brand innovation under new consumption needs to solve the problem of rejuvenation and trendiness of China's classic lifestyle. Jiagu Wen's creativity uses creative design to help the rejuvenation of Jingyangchun liquor. With a brand-new image of fashion, youth, modernity and vitality, "Vitality Tiger" brings consumers a new sensory experience with more vitality and quality, and makes the new generation of young people fall in love with Jingyangchun and continue to grow.