Target Group
25-45 years old, male/female users who have cultural self-confidence, identify with national trends, have a certain appreciation of wine, and pursue good quality.
Distribution
E-commerce, Restaurants & Hotel, Liquor store
Position
Mass Production
Background
It duplicates the plum vase of the Southern Song Dynasty. The plum vase is named for its round body with small caliber, which can only be inserted with slender plum branches. Meimei reappeared the leisurely picture of ancient people carrying plum wine in plum vases and using plum blossom cups to drink plum wine.
Highlights
The Chinese characters of the ‘ green plum wine’ on the vase are derived from the rubbings of the four masters in Chinese calligraphy history and Ouyang Xun in the Tang Dynasty. The font was written to make it uniform in style and more readable. Wood is the mainstream building material in ancient China. It also symbolizes the power of life and growth. The box packaging of Meimei Green Plum Wine is made of pine wood, which has Chinese classical characteristics. The lid of the box is hollowed out in the shape of a green plum, where the product name is revealed on the bottle. The raw material of Meimei Green Plum Wine come from the beautiful, green and pollution-free Wufeng Mountain in Fujian, China. Therefore, the bag presents a picture of the original mountains and green plum trees where the plums are produced. Additionally, the brand design elements also incorporate the deer that implies auspiciousness and wealth in Chinese traditional culture.
The vase was jointly produced by Mr. Jin Yirui, the representative inheritor of the world intangible cultural heritage ‘Longquan Celadon Firing Technique’, and the Ge Kiln of Southern Song Dynasty, which has the reputation of a time-honored Chinese brand.It duplicates the plum vase of the Southern Song Dynasty.
According to the direct evaluation feedback of platform users after purchase, 30% of users mentioned that the reason for direct purchase is from the value of appearance/favoring national style.
The vase can also be used as a vase, which can achieve sustainable development and meanwhile add Chinses elegance to the environment. The wooden box can be uses as a tissue paper box.