Budweiser Shangzun Purple Rice Pure Draft Beer is a new high-end beer product launched by Budweiser in the Chinese market. It needs to be both localized and modernized, reflecting Chinese philosophy, thinking mode, emotional expression and oriental aesthetic temperament.

Therefore, the design of the bottle incorporates traditional Chinese philosophy and architectural elements. The natural colors of purple, rice paper and gold are used to show oriental naturalism and have a profound cultural heritage, which defines the beer packaging of a new generation of modern Chinese aesthetics. The bottle body is carved with 24 corners, symbolizing the 24 solar terms. The circular blank in the middle part is inspired by the window structure of Chinese gardens. The raised logo enhances the overall texture. The label-free design only retains the bottleneck label, innovates to enhance recognition, and uses the unique bottle type as the strongest visual identification symbol. The upper part uses special purple and beige rice paper, while the lower part uses Chinese sprinkling rice paper, symbolizing oriental naturalism and creating high-end brand texture.

Name of Work | Budweiser Shangzun Purple Rice Pure Life
Brand Holding | Budweiser (China) Sales Co., Ltd
Original Design | Tiger Pan
Visual Presentation | Wu Juanjuan
Video Animation | Ma Chao
Process Design | Xie Zhangkun
Project Management | General
Media Relations | Xiang Lingli