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Three Kingdoms heroes of Shaoxing Yellow Wine / Alcoholic beverage packaging

Three Kingdoms heroes of Shaoxing Yellow Wine
Three Kingdoms heroes of Shaoxing Yellow Wine

Discipline: Packaging

Discipline: Packaging

Traditional Chinese Shaoxing Yellow Wine is popular in Japan, but it traditionally sells in the low-end market and to an older age group there. It is a big challenge to change how younger consumers view the product and get them to drink it. We identified a common element between Chinese and Japanese culture, namely the Three Kingdoms heroes in ancient China. For the label, we illustrated three heroes with iconic faces in an ancient Chinese painting style. The strong visual impact attracts attention and sends a strong message about the wine's cultural associations.


  • DEVELOPMENT TIME up to 12 months


  • TARGET GROUPS Consumer / User

Client / Manufacturer

Beijing Hanhexinda

Beijing Hanhexinda
Import and Export Trade Co., Ltd.
Beijing, China


XiaoMaSong Strategic Consulting Co., Ltd

Beijing ChiZha company
Beijing, China

Guan Zi

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