Type of applicant company

设计机构

Country

中国

Company Website

无

Images

Brand of the Product

SHANG HAI GUI JIU

Designer Name

Creative Director: Zhang Yanhu Designer:XiangShaSha Technical director: Zhou Xiaoli

Position of Designer

Creative Director: Zhang Yanhu Designer:XiangShaSha Technical director: Zhou Xiaoli

Target Consumer

Young and middle-aged consumer groups with higher incomes, who love Chinese liquor culture and wine collection, and high-end gifts

Distribution Channels

大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 拍卖、私人定制

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

Shanghai Guijiu is a Chinese liquor company based in Shanghai and oriented towards globalization and internationalization. In 2023, the brand hopes to launch a high-end liquor targeting the international market, which also represents the highest-level product positioning of the brand.The creative inspiration comes from the classical buildings built and preserved on the Bund in Shanghai for more than a hundred years by various countries around the world. It transcends the boundaries of time, space and culture. It has now become the most famous witness of urban culture in Shanghai, and also proves that different countries, cultures and arts are different. The value and influence generated by openness and tolerance among people.This Chinese liquor adopts the artistic aesthetics of Western classical architecture, integrating Eastern and Western culture and art, and reflects the long-lasting and stable quality and value of the product over time. It also represents the brand’s desire to use this high-end product as a carrier of cultural exchange and dissemination, and to promote Chinese liquor to the world.

Highlights

The bottle body adopts a triangular glass bottle, representing the Eastern philosophy of "three living things" and the solid stability of a pyramid. The three-dimensional carved metal badge combines the noble beliefs of the Western "knight" and the Eastern "gentleman", reflecting the quality and glory of the product.Connect the landmark buildings of world-renowned cities in a three-dimensional relief form and surround the entire bottle body, highlighting the theme of "globalization". The brand concept of "coexistence and common development of all things".The outer box combines classical and exquisite patterns from both the East and the West, showcasing the long history of cultural exchange between the East and the West. The golden three-dimensional relief highlights the noble and luxurious quality, becoming a unique masterpiece in wine.

Market Performance

none

Material（For concept works, please choose the material you plan to use）

木质 Wood; 其他 玻璃、pu皮、锌合金

Craft

The bottle body adopts a triangular glass bottle, with a three-dimensional carved metal badge that surrounds the landmark buildings of world-renowned cities in a three-dimensional relief form. The outer box adopts the representative rolling grass pattern hot stamping process, and the entire gift box is displayed in a high-end form in front of consumers. The use of PU leather increases the texture and touch of the gift box, and the finishing touch of the zinc alloy metal plaque reflects the quality and commemorative collection value of the product!

Does the design solve the problems that are common across the product category? If so, please explain.

For many years, Baijiu in China has been developing products based on the Chinese cultural background and according to the materials and processes of the inheritance industry, so the appearance design of many products is limited to homogeneous competition. As a high-end Chinese Baijiu facing the international market, breaking the constraints of the existing system in design and presenting Chinese Baijiu with a more international creative concept is also a bold breakthrough and challenge for the Baijiu industry!

What functional designs of the work have enhanced the user experience?

The unique shape of triangular bottle breaks the limitations of traditional Chinese Baijiu, and enables consumers to establish unique differentiation and recognition memory in terms of vision and touch, increasing the feeling of consumption experience.