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illustration is Chinese painting
Logo could be... for UK
Sense of classical

Oil painting*

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Highlighting the concept of health and wellness, it incorporates the brand's fruit element and details the ingredients and trace elements added to each cocktail.

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Highlighting the concept of health and wellness, it incorporates the brand's fruit element and details the ingredients and trace elements added to each cocktail.

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Create a forward-looking spirit brand deeply connected to the place it comes from.

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Create a forward-looking spirit brand deeply connected to the place it comes from.

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Spirits are deeply entwined with specific places and their cultures. Think about how Scotch whisky is an expression of place or how tequila is so connected to ideas about Mexican identity. We would like you to look at the world of spirits and create a brand that comes from somewhere. It can a specific region or country, or even a town or city; but the drink should tap into something unique. This could be its culture, its geography, its past or its future. You should look to create something that does the right thing for people and/or the planet, that finds a way to give back that’s relevant to what it is and where it comes from, showing respect at every step. It should avoid national or cultural cliches, instead creating real connection and real substance. It needs to have a reason to exist, deep roots that are more than just styling - a reason why it could only come from where it does. Just as you think about where it’s from, you should also think about where it’s going. This ought to have the potential to be relevant and grow globally, not just in the UK. It can be a new spin on something that exists, or a new innovation. Maybe it comes from somewhere you have a link to or are passionate about.

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Brand naming

Design of the brand identity

Packaging design

Ideas for how the brand would promote itself

Show how your idea can be brought to life, not just in bars, clubs, events, etc but supermarkets too

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Must be insight-led: what’s your insight – across consumer, category or culture?

Must be aligned to a vision: what’s the long-term goal and opportunity that answers the insight?

Must be scalable – grounded in what exists today or the near future and what will have wide

consumer appeal

Must be designed for an adult drinking occasion; can be alcohol or non-alcoholic

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Think about ingredients and process. How is it made?

What’s the story behind your brand?

How is this brand mixed, how is it served or garnished?

Where would you find it in venues?

Think about how it respects its surroundings and the environment

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Alcohol
Alcoholic beverages
Non-alcoholic beverages

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Around the local cultural circle

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A spirit made from fresh, pure, fatty pork in order to absorb impurities in the wine and develop a distinctive bean flavour

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Rice and bean aromas, a famous and long-established local spirit in Guangdong

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Chinese Baijiu has a complex aroma with esters as the main ingredient, and is made from starchy (sugary) raw materials through boiling, saccharification, fermentation, distillation, ageing and blending, using currants and distillers as saccharifying ferments. The high alcohol content and the strong, complex taste of the wine are popular with many middle-aged people, and the Chinese drinking culture is mainly associated with white wine.

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With the development of the times, beer has become the main choice of young Chinese people. Traditional white wine is not sought after due to its heavy, spicy and harsh taste, while beer is low in alcohol, good in the mouth and more suitable with Chinese cuisine successfully making beer the mainstream of the alcohol market.

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Pineapple-flavoured beer was first introduced in the late 1970s. At that time, when people were drinking beer, they would often mix half of it with half of a soft drink, creating a drink that was both beer-flavoured and sweet and tasty. Inspired by this, the Cantonese developed a beer-based pineapple-flavoured drink, which is made from malt, rice, sugar and hops, combining the mellow wheat flavour of beer with the fragrance of pineapples, a traditional crop in the south of the country, at the moment of ripening, which is steamed, sweetened, fermented and refined using scientific methods. The result is a unique style that is fruity, sweet and sour, nutritious and refreshing.

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1.Fresh

Guangdong is located in a tropical monsoon climate zone with a warm and humid climate, so local cooking methods and ingredient choices tend to favour lighter cooking methods and tasty “fresh" such as steaming,boiling and stir-frying.

2. Shibu (nutritional food that helps build up one's health)

Cantonese people make use of the nutritional benefits of food in combination with their own physical conditions to enhance resistance and immunity through dietary supplements in order to achieve a healthy body, thereby prolonging life and strengthening the body. In terms of drinking, some valuable Chinese herbs are also used to make medicinal wine by pickling and soaking.

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China is also a land of wine drinkers, with no distinction between north and south and no distinction between men, women and children, and the culture of drinking wine has survived for thousands of years. China is also a place where wine culture flourishes. Drinking wine means much more than physiological consumption, much more than the pleasure of eating; on many occasions, it is used as a cultural symbol, a cultural consumption, to express a kind of etiquette, atmosphere, mood and state of mind.

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The current alcohol market is largely favoured by young people

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Bar
Market(?

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Guangdong really care about health and live longer

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Guangdong really care about health and live longer

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In recent years, more and more young people have started to prefer lower alcoholic beverages, a trend also known as "healthy drinking".

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Young people have started to prefer lower alcoholic beverages, a trend also known as "healthy drinking". They are also becoming more conscious of their dietary health, a trend that extends to the drinking sector. In terms of taste, young people also prefer lighter and more palatable alcoholic products.

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Low strength beer is usually defined as a beer containing 2-4% alcohol and this drink is very popular among young people. According to a survey, the consumption of low strength beer among young people in the UK has increased by more than 30% in recent years.

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Many young people enjoy fruit-flavoured alcoholic drinks, which often contain 5-10% alcohol and include fruit cocktails, fruity beers and fruit wines. Not only do these drinks taste good, they are also easy to drink and are a common drink at young people's social events.

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Good taste, easy to drink, moderate price

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1. What alcohol do you like?
2.Why do you like?
2.What occasions do you tend to drink?
3.When do you usually drink?
4.How do you think drinking makes you feel?

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For example: add vitamin, probiotics

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More and more young people are taking an interest in their health, and this includes taking supplements to improve their health. A US survey shows that over 50% of young people say they take health supplements regularly.

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Many young people do not have a balanced diet and suffer from nutritional deficiencies. To make up for the nutritional deficiencies, they choose to take a variety of health supplements such as vitamins, minerals, protein powders, etc.

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Valuing physical health and body shape, they often need the support of exercise and diet plans in order to achieve their ideal body shape. Many health supplement manufacturers have also responded to this need among young people by introducing supplements that target body contouring, such as protein powders and amino acids.

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The stress and anxiety of modern life is also one of the reasons why young people choose to take health supplements. Some health product manufacturers have introduced products for stress and anxiety, such as fish oil and multivitamins.

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Basic spirit
怎么让人们相信喝这个酒有益健康，逻辑
How to convince people that drinking this wine is good for their health, logic

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1.cocktail and wine
2.Low alcohol and tasty
3.Home, Jazz/Whisky Bar
4.At night, Good mood
5.Relax

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1.White wine, Gin, Sake
2. Tasty, light taste, different layer
3.By myself with close friends like 4 people
4.After work, before sleep
5.Release pressure, easy falling asleep

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Tara, Wassa, Assel (The image below shows Tara)

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Tara, Wassa, Assel (The image below shows Tara)

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1. cider
tequila
cider, whiskey
2.Not Strong,sweet
with lemon and salt erase all the aftertaste
I like whiskey sour
3.clubbing
clubbing and hanging out
bars, restaurant
4. at night
at night
at night
4.energetic, fun (tipsy)... throwing up
relaxed, I feel fat
unhealthy but fun... embarrassed

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1. Cider cocktail
2.taste sweet and taste fresh and light
3.Hang out with friend in the bar or home
4.At night
5.Feel Happy and relax

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1.Sangria
2.prefer alcohol with sweet
3.At home with friends
4.Holiday, weekends
5.Relax

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Brand name (translate): One Whole Root Ginseng

Marketing Data:

1. A convenience store in Guangdong sold out of 10,000 bottles of the "One Whole Root" drink in two days.

2. The topic of the brand soared to number six on Weibo's (China's version of Twitter) social buzz list and stayed there for two days.

3. On the third day, photos of the brand's drinks littered Xiao hong shu (A Chinese app whose main function is to share anythings ), and comments of "requesting replenishment" were everywhere.

Brand Value

Functional value: "One Whole Root" is positioned as a light health supplement, and its functional value is like that of many health products.

Emotional value: The common consumer perception of ginseng as "tonic" and the visible appearance of a whole ginseng raw material implanted the psychological label of "nourishing and tonic, real material" in consumers' minds, thus forming the emotional value of "this product is tonic".

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Marketing Data:

The collagen drinks market size is growing rapidly. According to the report, the global collagen market reached US$890 million in 2020 and is expected to reach US$1.47 billion by 2027.

Audience:

The main consumer group for collagen drinks is women. Female consumers account for a major share of the collagen drink market due to the role of collagen in maintaining skin elasticity and reducing wrinkles.

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Using pineapple beer as an inspiration and adding medicinal wine as a base spirit to create a low-calorie, fruit-flavoured, youth-friendly brand of healthy alcohol. For example, cocktail products. Different micronutrients are added according to the flavour of the fruit, e.g. orange with vitamin C and cherry with iron.

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My understanding of the background mentioned in the brief is: 

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My understanding of the background mentioned in the brief is: 

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1. to combine the local culture and environment as a starting point.
2. to respond to the current global mainstream trends and how to present them in a brand image.
3.Combining the cultures of different regions and trying to be more sustainable.

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Alcohol for soaking ingredients or herbs

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Alcohol for soaking ingredients or herbs

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A traditional Chinese method of making wine, often using natural ingredients such as ingredients or herbs.

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“Pao Jiu" is an ancient brewing method that has been used in China for thousands of years, with the earliest records dating back to the Warring States period. In ancient times, people originally used grains, and some Chinese herbs to make alcoholic beverages.

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After investigation, “Pao Jiu" has certain health effects, different “Pao Jiu" raw materials have different effects. For example, add cinnamon can moisten the lungs and stop coughing, lower blood sugar and relieve alcohol; Add Chinese wolfberry can brighten the eyes, moisten the lungs and benefit the qi; Add red dates can nourish the blood, nourish the face and regulate the stomach and intestines.

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The current state of the infused wine market

"Pao Jiu" has a certain market share in China and many alcohol producers are getting involved in the “Pao Jiu" market. The consumers of “Pao Jiu" are mainly women and the middle-aged and elderly, who are more concerned about the health benefits and natural ingredients of “Pao Jiu". There is relatively little competition in the “Pao Jiu"market, but as consumers become more health conscious, I think from a commercial point of view, the future prospects of the infused wine market are still noteworthy.

Ps. The consumer population is currently only relatively popular among women and the middle-aged and elderly, and attempts can be made to expand the market audience. The relatively low competition in the market means that the publicity aspect can be tried to be noticed by the world market.

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1.Young people tend to drink cocktails or softer tasting wines. such as cider, sangria.

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2. It is prefer to drink with friends, Especially at night.

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3. Some of the findings indicate a preference for drinking before bed, which means there is a high probability of insomnia.

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4. Some of the results expressed concern that the high calorie content of the alcohol would prevent them from maintaining a healthy figure and a certain amount of guilt.

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Young people are often active in social situations such as parties, nightclubs and bars. Drinking is part of the social scene and young people want to be able to drink to gain a sense of social identity.

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Young people want to find entertainment and fun in their lives and drinking alcohol can provide an enjoyable experience. And I also think that drinking alcohol can relieve stress and fatigue in life.

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Current alcohol brands often use fashionable and trendy marketing strategies to attract the attention of young people by creating a brand image on social media and sponsoring music events. So the importance of young people in the alcohol market is gradually rising, and alcohol producers need to focus more on the needs of young people and develop alcohol products that suit their tastes and consumption habits.

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Buena Fé is the world's first 100% organic tequila cocktail in a can. Made in Jalisco Mexico, the home of tequila. We worked with Buena Fé to create their name (in good faith), develop their brand identity from scratch and design their packaging and mater...

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Chinese Culture —— Traditional Chinese painting

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Chinese Culture —— Traditional Chinese painting

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Special alcohol or drinks in supermarkets

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Special alcohol or drinks in supermarkets

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Target audience: Young people
Element: Illustrated cartoon