Country

中国(China)

Official website

http://www.ocdwe.com/

Company Introduction

Shenzhen Oracle Creative Design Co. Ltd (OCD for short) is a creative complex design agency established in 2006 in Shenzhen, China. Oracle Creative initiates its 123 strategy and focuses on "innovation, creativity, creation". That is to create a creative ecosystem, build two innovation platforms, and focus on three major industries. The service covers brand strategic planning, graphic design, product design, illustration design, interaction design, fashion design, cultural and creative design, architectural design, space design, art comprehensive design and other fields.

Images

Brand Name

GUO TAI

Designer Name

Wen Liu /Weijie Kang / Xianwen

Position of Designer

CCO、Creative director 、Designer

Client

GUIZHOU GUOTAI LIQUOR GROUP CO.,LTD.

Target Group

Mass consumer market

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel

Positioning

大货 Mass Production

Design Story

GUO TAI doesn't have a new product in existing product line as a breakthrough from the traditional ideas. As the color, bottle and the content of the product are no longer distinctive from initial conception, it can hardly provide any strong visual difference and emotional identity compared to those of the market.The Maotai-flavor liquors have become increasingly popular in the era of diversified consumer demand, the new popular traditional Chinese element reinterpreted the brand's cultural personality and aesthetic charm based on the recognition of Chinese culture and national confidence, empowering the products with a greater sense of matter spirit and cultural heritage from a new design perspective that goes beyond the traditional impression of product design.

Highlights

1. Unlike the traditional red color system of Maotai-flavor liquors, the product applied azure as its dominant hue to illustrate the brand's personality and oriental aesthetic charm and to show the character of a nobleman. 2. The bottle design is inspired by the “Circular Mound Altar” of the Temple of Heaven in Beijing. The graceful combination of the main label and Heaven and Earth Stone in a smooth-rounded style together with the sub-label in the form of a plaque indicated the gumption and grandeur of the nobleman in a unified state of mind of nature and humanity. 3. The neck area and the inside of package is decorated with a painting of Thousand Miles of Rivers and Mountains, integrating the brewing process and technology into the landscape, just like a true depiction of those prosperous times in China, and an appropriate illustration of a nobleman's love for the mountains and rivers and his country.

Market Performance

Excellent sales performance

Material

纸质 Paper; 其他

Craft

Bottle: Ceramic bottle Lid: Plastic material Box: Touch paper

Does the design solve the problems that are common across the product category?

It is a great breakthrough from the existing color system of GUO TAI and the traditional mentality about the Maotai-flavor liquors. The design has reinterpreted the cultural personality and aesthetic charm of the brand, giving the product a moral through this innovative design in terms of color, the bottle, the type of ware, and its cultural heritage, which is a radical update from the traditional image of Maotai-flavor liquors and helps to strengthen the market recognition and give a new cultural connotation to GUO TAI by sustaining the brand keynote of "Great National Flavors - GUO TAI Pilot".