Genghis Khan wine has the heroism of Genghis Khan, the former overlord from the grassland, and also has the unique mellow and nimble characteristics of Mongolian wine. Genghis Khan Wine Group enjoys the world-famous Chinese national hero "Genghis Khan" brand, which is the only registered humanistic brand in China. The company's current high-end series of brands, brand claims and image is not clear, it is difficult to jump out of many competing products. At the beginning of receiving the project LKK brand, a systematic study was conducted on high-end liquor consumers, market environment and enterprises themselves. The study found that the quality level of high-end liquor market has tended to be homogeneous and the market voice is noisy. From the consumer level, high-end liquor consumers not only value the quality of liquor, but also value the brand's value proposition and whether it conforms to the value identification of a certain circle. Genghis Khan brand has a distinctive grassland cultural attributes, with a distinctive heroism color. Based on this, we have refined the brand proposition of "toast yourself" for Genghis Khan brand, and communicate with consumers through distinctive brand personality and temperament to form resonance. Based on the front-end brand strategy research, the packaging image confirms the design direction that reflects the wild style of nomads. In the packaging design, Genghis Khan himself and the spirit of the prairie are fully considered, and reflected through the material, shape, color and other elements. The brand is packaged on the basis of traditional Chinese liquor culture, drawing on the noble and elegant brand characteristics of foreign liquor, and the innovative use of leather materials in the bottle design reflects the wild attributes of grassland culture and highlights the quality of high-end liquor.