Wasang's wine is a high-quality Maotai-flavor liquor rich in Chinese culture. We combine Chinese culture with Wasang to give the product a higher spiritual connotation so as to better reflect the cultural value of old wine to meet the needs of target consumers. We deeply excavate the brand culture of Wasang old wine and extract the brand symbol belonging to Wasang. The wine cellar is the core of Wasang presenting high-quality old wine, therefore, in the design of the bottle type, we have integrated the brand logo modeling to create the bottle type of the exclusive tile-hidden old wine-semicircle "wine cellar" bottle type, which not only forms a big difference with the conventional white wine bottle type on the market, but also well conveys the tile-hidden old wine culture, establishes the unique cognition at the consumer end, and makes the bottle type become the super symbol of tile-hidden.
In the detailed design of the bottle body, we have integrated the "source" of the tile, that is, the water texture of the Chishui River, the water source, into the bottle body. In the detailed design of the bottle cap, we have designed 24 edges, representing the 24 solar terms in traditional Chinese culture, because the brewing of water, raw materials and wine is closely related to the changes of solar terms. Through a series of design expressions, the whole brand story is completely presented on the product. At the same time, as a 23-year-old wine, in order to make consumers feel the year of the old wine more intuitively, 23 years is taken as the visual core design and presented on the bottle through the nameplate, highlighting the function and quality.
The overall structure of the packaging and the visual presentation leave relatively large space for product display. Scenes such as store display and wine rack at home can quickly make people focus on the product and deepen the product imprint and brand communication cognition.
From brand culture, visual symbol extraction, bottle design to overall packaging design presentation, more brand and marketing thinking are integrated, allowing products to have more content dissemination and selling point display in subsequent promotion, helping brands to convey brand concepts to consumers through visual design, packaging and other means, and better moving product sales.