Type of applicant company
品牌方
Country
中国
Company Website
https://www.gaoshengwine.com/
Images
Brand of the Product
Wenyinbailiang
Designer Name
Gaosheng winery
Position of Designer
无
Target Consumer
The younger generation who like to drink spirits (including Baijiu).
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 夜渠
Positioning
大货消费品 Mass Production
Design Story
"WENYINBAILIANG" is a new national style liquor IP independently developed by Gaosheng Winery. In traditional Chinese culture, "silver" is not only a currency in circulation, but also a symbol of wealth, and until modern society, "silver" and "gold" still represent people's pursuit of excellence, dazzling and wealth. As a new national style liquor brand, Wenyinbailiang is in line with the current trend of national tide revival, selects high-quality and different types of spirits, and not only harmoniously integrates traditional Chinese silver stamp culture and spirits culture in the design of the wine label, but also gives the imported products a distinctive Chinese imprint; It also combines spirits with Chinese drinking habits, differentiates itself from imported foreign liquor in terms of bottle capacity, and takes the lead in occupying the 100ml small bottle foreign liquor track; At the same time, by creating the concept of "fortune wine", it effectively spreads the blessing implication of the brand's wealth and prosperity and a mouthful of gold. Wenyinbailiang has become a very popular fortune wine IP in the Chinese market, and has provided new guidance and innovation in the concept of spirits drinking.
Highlights
In the design of the wine label, the traditional Chinese silver stamp culture and the spirit culture are harmoniously integrated, giving the imported products a distinctive Chinese imprint: the brand name uses the traditional Chinese brush calligraphy form to convey the traditional Chinese culture; The use of 6 different currency forms and bright colors to give the wine label wealth meaning, in line with the aesthetics of young people, but also with the brand name to form a strong association; The wine label uses the English label type to reflect the product attributes and characteristics; The bottle capacity is different from that of traditional spirits, and the image of 100ml small spirits can enhance the closeness between the product and consumers; Imported spirits suitable for the taste of the Chinese population is selected from the place of origin to enhance the quality of purchase and drinking.
Market Performance
In the retail channel, the small spirits version is generally 50ml, and the small Baijiu is generally 100ml, and the rise of the small liquor market has made the homogenization of these two types of products serious, and consumers not only have aesthetic fatigue, but also discourage the price of 50ml spirits. Wenyinbailiang is a 100ml cost-effective small spirits created for the younger generation of spirits, which is more cost-effective and traditional cultural attributes than the small spirits version, and has the advantages of rich taste and imported attributes of spirits compared to small Baijiu, whether it is in appearance, price, taste, or culture, it attracts the younger generation to try to buy. Since officially entering the channel in November 2023, the monthly sales volume has exceeded 100,000 bottles.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The wine label is made of textured special paper and printed with UV technology, which not only enhances the visual beauty, but also highlights the quality of the wine label.
Does the design solve the problems that are common across the product category? If so, please explain.
The wine label is made of biodegradable and easy materials, which is conducive to natural degradation and recycling. The wine bottle is made of 100ml transparent thin glass bottle and metal screw cap, which is conducive to environmental protection and wine bottle recycling, and is more lightweight and easy to carry than the traditional large bottle of spirits packaging, effectively reducing the loss of flavor and unnecessary waste of high-alcohol spirits after opening.
What functional designs of the work have enhanced the user experience?
① The use of six different forms of currency to give the wine label wealth meaning, forming a strong association with the brand name of "Wenyinbailiang" and the concept of "Fortune Wine";
② The brand name is written in traditional Chinese calligraphy, allowing consumers to intuitively experience the traditional culture;
③ The 100ml volumetric flask is suitable for one-handed handling, and the curved design of the bottle can also enhance the comfort of the hand.
Did the design help increase the sales performance of the product? If so, please give related evidence.
In the retail channel, the small spirits version is generally 50ml, and the small Baijiu is generally 100ml, and the rise of the small liquor market has made the homogenization of these two types of products serious, and consumers not only have aesthetic fatigue, but also discourage the price of 50ml spirits. Wenyinbailiang is a 100ml cost-effective small spirits created for the younger generation of spirits, which is more cost-effective and traditional cultural attributes than the small spirits version, and has the advantages of rich taste and imported attributes of spirits compared to small Baijiu, whether it is in appearance, price, taste, or culture, it attracts the younger generation to try to buy. Since officially entering the channel in November 2023, the monthly sales volume has exceeded 100,000 bottles.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The wine label is made of biodegradable and easy materials, which is conducive to natural degradation and recycling. The wine bottle is made of 100ml transparent thin glass bottle and metal screw cap, which is conducive to environmental protection and wine bottle recycling, and is more lightweight and easy to carry than the traditional large bottle of spirits packaging, effectively reducing the loss of flavor and unnecessary waste of high-alcohol spirits after opening.