China is a country that likes red very much. For example, when you get married or have a birthday, the use of red seems to be an iron law. Many products are naturally related to red, and liquor is the most obvious one. Over time, the visual homogeneity of this kind of products is very obvious, how to get rid of this phenomenon, it becomes particularly important.

This Chinese liquor designer has rearranged the four Chinese characters of the name by name, and adopted the method of graphic combination, so that consumers can recognize what the characters are, and at the same time, they will be attracted by the rich, exquisite and interesting graphics, so that consumers can have new choices from the same product style, and the product itself can stand out, thus driving sales.

Entrusted by Yunnan Jinliufu Investment Co., Ltd., it designed and built its product "Yitan Good Wine · Xitan" (later renamed Hongtan). From the initial collision of thinking, to the confirmation of the creative direction, and then to the sketching, to the presentation of the plan, the team closely followed the production of the final product. In the final sample, we matched a copper bat pendant to convey the "blessing culture". At present, this product has been listed and sold in some markets in China.

The biggest target market for this product is China's wedding banquet market.
In China, in the case of marriage, housewarming, festivals, or having children, etc., Chinese people will choose to call their relatives and friends together for a happy gathering, and the eating and drinking session on this occasion is called a wedding banquet. On this occasion, the Chinese people especially admire red and auspicious things, which makes us hope to convey such information as excitement and celebration to consumers as much as possible when designing. Therefore, in the final name part, we have adopted many figures with auspicious meaning in China to form the four Chinese characters of "a jar of good wine.
Regarding the situation where the Chinese give auspicious meanings to things, I can also give an example here. For example, the Chinese will regard the "swallow nesting" in their own homes as a symbol of auspicious prosperity. And swallows usually appear in spring, and spring is the beginning of the recovery of all things, symbolizing hope. Therefore, swallows in China are also implying an animal that brings hope and vitality, which is very auspicious.

In addition, in China, some animals that do not look so cute will also be given auspicious meanings, such as bats. Because the pronunciation of "bat" in China is the same as that of "fu", bats have been given the meaning of blessing in China since ancient times. This also explains why we will wear a bat pendant as decoration in the final sample.
In the end, we will redraw the auspicious elements after that, forming our product name. In this way, in addition to ensuring the identification of the product name, it also allows consumers to be attracted by the auspicious elements in it for the first time, and can well understand the intention of the company to use this Chinese liquor and the occasion of the wedding banquet.

The biggest challenge is that the enterprise has strict requirements for the direction of product design.
Because there was also a "one jar of good wine" product, the original product performed very well after it was launched, but the feedback pointed out that it was too simple and elegant in color, which led to the loss of customers in the wedding banquet market. The consumption of drinks in the wedding banquet market is very considerable. From the perspective of the wedding banquet market alone, the annual consumption of drinks is as high as tens of billions of yuan (or even higher). The brand of "Yitan Good Wine" is "Jin Liufu", which has long been the concept of Chinese Fu culture spread in the Chinese liquor market. This makes enterprises believe that the wedding banquet market must not be lost. Therefore, in the development, there are clear requirements, that is, the shape of the container cannot be greatly changed, the font cannot be changed, and the label position cannot be changed. In this way, the space that can be played becomes limited.
If we choose our favorite aspect, we think it is still the design of the bottle label. Because the original font has been carefully written by the enterprise, and with the listing and circulation of the first generation products, it also has a certain degree of recognition in the market. It is also very reasonable for the enterprise to require that the font cannot be changed. However, if the original calligraphy fonts are used to match, there will be a narrow development space and no breakthrough point. Therefore, we have adopted the method of retaining the font shape, but changing all the contents. On the one hand, the products of the enterprise retain the original cognitive effect, and on the other hand, it also brings better consumption experience to consumers. To kill two birds with one stone.

On the left are the first generation products, and on the right are the second generation products developed for the wedding banquet market.

In the end, this work also won us a gold medal for Muse design in the United States in 2020.