Three Kingdoms heroes of Shaoxing Yellow Wine / Alcoholic beverage 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.