Type of applicant company

品牌方

Country

中国

Company Website

https://www.ijovo.com/product?id=1600747898652389385&cId=1600747898652389389

Images

Brand of the Product

XINHUN SHAOJIU

Designer Name

E2W studio

Position of Designer

无

Target Consumer

Young office workers aged 25-35, reaching out to Gen Z, release their true selves through late-night eating and drinking. They compromise with heavy life during the day, but at night, they unleash their new souls.

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 韩国经销商

Positioning

大货消费品 Mass Production

Design Story

“「XINHUN SHAOJIU」: A Modern Interpretation of Chinese Grain and Fruit shaojiu
「XINHUN SHAOJIU」selects high-quality ingredients such as sorghum, rice, jasmine, and grapes, perfectly blending traditional brewing techniques with modern technology to create a Chinese grain and fruit shaojiu that is both traditional and innovative.
Cultural Exploration and Visual Innovation:
We delve into the evolution of ancient shaojiu brewing processes, the iteration of distillers, the changes in drinking habits, and the combination of drinking vessels, drawing inspiration from these to skillfully integrate these traditional elements into product design through a mix of modern design interpretations. Moreover, we combine the traditional Chinese pattern of “fire patterns” with shaojiu, the burning state of the flame with a strong and powerful calligraphic font, creating a unique “fire pattern” that belongs to 「XINHUN SHAOJIU」.
Core of the Design Philosophy:
The core of the design philosophy of 「XINHUN SHAOJIU」lies in the balance between tradition and innovation. We respect tradition but are not bound by it; we embrace modernity without detaching from cultural roots.”

Highlights

Ne Zha IP Image: A Modern Expression of Brand Philosophy
The “XINHUN SHAOJIU” embodies the rebellious spirit of “releasing pressure and being oneself,” symbolizing the rebirth of ancient Chinese shaojiu. Ne Zha, known for his rebellious and creative spirit in Chinese mythology, becomes the best interpretation of the brand’s philosophy and a symbol of spiritual resonance with contemporary youth.
By integrating the Ne Zha IP image with brand culture, we get closer to the attitudes of contemporary young people and establish an intuitive communication bridge between the brand and consumers.
Beauty of Artifacts: The Fusion of Ancient Artifacts and Modern Design
“XINHUN SHAOJIU” extracts the iconic lotus symbol from Ne Zha’s story and incorporates the lotus petal pattern into the bottle neck in relief, creating the unique concept of the “Treasure Lotus Bottle.” The combination of the lotus petal pattern and the liquor bottle shape is a concrete manifestation of the “burning” spirit of “XINHUN SHAOJIU” highlighting a sense of quality. It combines classical aesthetics with modern aesthetics to create a product that has historical depth and meets the needs of modern life.

Market Performance

Since its launch in July 2024, “XINHUN SHAOJIU” has achieved remarkable success in the sales domain. Online, we started from scratch and rapidly grew in the content e-commerce sector, quickly achieving sales that broke the million mark.
Offline, through efficient communication with major channels, we quickly penetrated the top national retail and convenience store systems, including 7-Eleven, Yonghui, and KKV. We are also actively rolling out our products in offline catering channels.
On the international stage, in July 2024, “XINHUN SHAOJIU” made a splash at the Seoul International Wine and Spirits Exhibition, gaining widespread recognition from consumers and the international market. It is set to officially enter the South Korean market by the end of 2024.

Material（For concept works, please choose the material you plan to use）

其他 玻璃 glass

Craft

Exquisite Craftsmanship, the Perfect Fusion of Tradition and Modernity — The ‘Treasure Lotus Bottle’
Bottle Design:
The design of the ‘Treasure Lotus Bottle’ is inspired by traditional Chinese lotus patterns, combined with the superb skills of glass craftsmanship. We employ a unique lotus petal shape cut, concretizing the iconic lotus element from the classic IP Ne Zha, creating a liquor bottle that is both classical and modern. As the liquor flows within, the lotus petals seem to sway gracefully in water, shimmering and adding a visual pleasure to the tasting experience. Aiming to align with the aesthetic and spiritual pursuits of contemporary youth, the ‘Treasure Lotus Bottle’ is designed to leave a brand impression in the hearts of consumers

What functional designs of the work have enhanced the user experience?

Weight Design of the Bottle:
The weight of the XINHUN Treasure Lotus Bottle is greater than that of similar products, providing a more substantial feel in the hand, significantly enhancing the tactile quality for consumers.

Did the design help increase the sales performance of the product? If so, please give related evidence.

“The ‘XINHUN SHAOJIU’ label clearly showcases the unique selling points of the shaojiu category and the brewing of fruit and grain. Through a modern Chinese illustration design, we skillfully integrate trendy elements such as Nezha and lotus flowers, conveying a revival and innovation of traditional shaojiu culture, capturing consumers’ attention from the first moment. The ‘Treasure Lotus Bottle’ has been meticulously considered in terms of weight and feel, enhancing the product’s class and appeal, not only visually striking but also expressing deep cultural connotations. The 375ml packaging caters to the needs of contemporary young people for direct consumption and DIY cocktails, while also benefiting distributors by promoting sales and accelerating turnover rates.”