Renyi Qian Zui
Harmony is precious

Spring City Jinan
Spring is the best in the world


Warm Tip: Guyi's original design and copyright certificate have been completed. Please think twice about piracy.
Gu yi's service content: product concept refinement, liquor bottle design, liquor gift box design, bottle type process formulation, gift box process formulation, product rendering

Name of Work: Hewei Gui · Jinan City Liquor
Customer Name: Guizhou Qianzui Liquor Industry (Group) Co., Ltd.
Service content: liquor bottle type and overall packaging design
Service team: Guyi Brand Packaging Design Department


Background introduction: Guizhou Qianjiu Liquor Industry (Group) Co., Ltd., formerly known as Zhao's Liquor House founded in the Xuantong period of the Qing Dynasty, has a history of more than 100 years. It is located in Maotai Town, the core production area of sauce wine in China. It has a long history of brewing, special brewing environment and unique brewing technology, facing Maotai distillery across the river. As a high-end brand under Qianzui Group, Heweigui is the messenger of Qianzui's perfect combination of Chinese tradition and culture with traditional sauce wine culture. In Heweigui's product line, Dacheng Realm is the main line for subdivision, and this product design belongs to Heweigui · Dacheng Customization Series. Dacheng Customization Series is a national 100-city plan product launched by Heweigui. This time, we will join hands with Guyi Design to design liquor for many of its cities. Next, we will share with you the design of Jinan City Customization Liquor.


Combined with the market, we need more urban liquor design to spread urban culture to consumers and guide consumption. In the design of Jinan city liquor, which is expensive in harmony, we abandoned the traditional practice of cultural and creative liquor, without illustration or colorful colors, and created the whole product design by leveraging on "Jinan, the spring city, is the best in the world. We start from Jinan's nickname "Spring City" to carry out creative design, presenting products in the form of spring water surging upward. When the liquor gift box is opened, the internal structure of the box drives the bottle body to rise, thus forming interaction with the spring water. While increasing the consumer's sense of experience, it can also form a good interaction and interest.


Bottle design: based on the traditional Mao style bottle body, the water pattern on the top of the bottle is shown. The whole bottle body part adopts irregular shape to increase the grip feeling. The bottom of the bottle is partially exposed, which sets the water lines at the bottom of the glass bottle against the effect of glass refraction, thus increasing the ornamental value and adding a modern feeling to the product. Overall bottle type: bottle body is the wine body, water body is the effect of bottle body, so that the concept of spring water, consistency on the bottle, to achieve a more fit to the performance of the city culture wine.


Gift box design: continue the concept of spring water in the overall outer packaging gift box design, and use the spring water upwelling form to present the product. When the liquor gift box is opened, the inner structure of the box drives the bottle body to rise and interact with the spring water. Increase the visual experience and display effect, in the consumer experience, can form a good interaction, and fun.

"Spring City of the World" "Spring Capital of the World" "Spring City Jinan Spring is the best in the world"

The thatch bottle is based, and the overall bottle body is irregularly shaped to increase the sense of grip.

The water lines on the top of the bottle are dizzy, just like a clear spring, and the spring water rolls upward. The partial exposure of the bottom of the bottle, the presentation of water lines at the bottom, the reflection of glass refraction, ornamental and modern.

The gift box unfolds, the structure drives the bottle body to rise, the top is exposed, and the water pattern continues to echo with the spring. Spring rise box type design, increase consumer experience, the formation of a good interaction/interest.

Leveraging on urban culture, the formation of interactive interest, creating a different, urban liquor design. The above is the introduction of the whole case packaging design of Ji'nan city sauce wine brand. Special Note: The work has been put into the market and the copyright has been protected. Please do not plagiarize or embezzle it. The copyright belongs to the original ancient design. The editorial department of the ancient design brand was reorganized, the drinks were dressed in new clothes, and the design was found in ancient one. If there is any reprint, please indicate that it is from ancient one. Thank you!