Brief Explanation

Explain the reasoning behind the project solution and describe any cultural references that may not be understood without explanation.

The Brief

High-priced Bai Jiu (clear spirits) are traditional alcoholic beverages drunk in China for celebratory purposes. They are also used as business gifts. The consumers are largely high-ranking military personnel, and senior business executives.

How the final design was conceived

Wuliangye Bai Jiu features a glass ship inside each bottle. 3 Stories have been used to illustrate the idea, Admiral Zhenghe, General Zhouyu and Captain Columbus. They all struggled against the odds, and faced difficulties before reaching their destinations successfully. Likewise, the consumers of Wuliangye Bai Jiu have journeyed throught life, and are now tasting success, just like the heroes in these 3 stories.

Indication of how successful the outcome was in the market

n/a