Brief Explanation

Key brand objective was to provide both existing WenJun consumers and the target market with an even more exclusive and rarefied brand/product experience than what was currently offered. Both the design and structural objectives required the product to ‘showcase the precious liquid’ in its final packaging form. Fortunately the main opportunity surrounded the fact that WenJun was currently a leader in the premium CWS sector, therefore had the proven results and loyal following upon which to develop the brand to the next level.

The Brief

To design an Ultra Premium variant of the luxury Chinese white spirit (CWS) brand, WenJun, following the initial launch of a premium CWS in late 2007. Given that over 50% of ultra-premium CWS purchases are intended for gifting, the brand/product packaging design would not only have to showcase the spirit but form a highly attractive gift. As such the focus for this variant is on the physical provenance and of the distillery and WenJun’s commitment to craftsmanship and the art of brewing and blending.

How the final design was conceived

Design inspiration was drawn from thematics around provenance of the distillery, craftsmanship of the spirit and Chinese resonance given to physical form. Circular elements incorporated on the bottle represent heaven, complementing the square physical form representing earth and man, thus respecting Chinese heritage. The crystal bottle stopper and bottle-base feature hand etched representations of the grains used in distillation. Generous use of gold materials on the bottle and gift-box reflect high value and quality in line with Chinese cultural perceptions. The lid of the slip-case gift box is removed to reveal the bottle elegantly ensconced in customised silk cushioning.

Indication of how successful the outcome was in the market

Quote from Frederic Yip, President of WenJun - "It was again our pleasure to have worked with the team of professionals from Design Bridge who has again shown a deep understanding of WenJun's brand heritage and strategies of WenJun right from the start of our venture three years ago. Our team spent a great deal of time together to come up with this fabulous design respecting the brand's profile and image. An incredible amount of time was also spent in the process of communicating with prospective suppliers in China to ensure a clear understanding of our expectations on quality and tight deadlines." It is currently too early for accurate sales reporting of Wen Jun Ultra Premium