︎















Concept
概念策划

Key Visual Designz
主视觉设计

Poster Design
海报设计



贵州习酒 君品酱香 Jun Pin Sauce-Flavoured Baijiu
为贵州习酒旗下的高端酱香品牌“君品”设计的主视觉KV。




不知是在遥远的过去还是缥缈的未来，
在一片虚空之中，“君品”从一片盈盈的琼浆玉湖中悬浮而起。
远处的一轮明月或是明镜照见了君品优雅的轮廓，泛着晶莹如玉的光芒。
君子是中国文化中最理想的人格。画面的主题是“鉴照古今”，
以象征明镜或明月的圆形作为主要视觉记忆符号，
突出君子的品质经得起检验的主题，同时暗藏了君子最主要的品质即“自知”。
主视觉的创意策略从瓶身本来的设计出发，提炼出金色和绿色作为“金玉”，
以“金玉”为辅助记忆符号讲述君子独具一格的尊贵品质。
主要字体选用方正隶变简体，传递出一种上古的尊荣。



赋诗一首：







文案：“金玉之至 不外乎其色 君子之气 不外乎其谦 谦谦君子 至色金玉 习酒也 君品”

文案释义：“最极致的金玉的品质体现在它的颜色，最极致君子的品质体现在他谦虚的态度，
谦谦君子和绝色的金玉组成了习酒 。请您细品。”




Slogan “真君子，鉴君品” 一语四关：

“真正的君子，可以品鉴君品酒”
“真正的君子，才清楚明白君子的品格”
“真正的君子，他自己的品质值得起检验”
“真正的君子，一定知道君品酒的品质真金不怕火炼”


加强消费者对“金玉=君子=习酒=高端酱香”的印象。强势占位市场。







Key visual design for luxury sauce-flavoured baijiu brand "Jun Pin".

Whether in the distant past or the ethereal future, in a void, "Jun Pin" rising from a surging Jade Lake.
A bright moon or a shimmering mirror in the distance illuminates
the elegant outline of Jun Pin, glowing like a crystal-like jade.

Jun/Junzi is an ideal character in Chinese culture.
It contains many noble virtues such as modesty, generosity, self-awareness etc.

Pin means to taste or quality.


Jun Pin, which is the name of the product,
means the character/quality of Junzi.


The theme of the composition is "reflecting the past and the present".


The circle in the middle symbolizes the mirror
or the bright moon as the key visual memory symbol,
highlighting the theme that the Junzi's quality can stand the test and
suggest the essential quality of the Junzi, t
hat is, "self-awareness/reflecting."

We extract gold and jade from the original bottle design and use them as the primary
colour to describe the unique and distinguished qualities of the Junzi.

Copywriting interpretation:
"The quality of the most extreme gold and jade is reflected in its colour,
and the quality of the most extreme Junzi is reflected in his humble attitude.
The modest Junzi and the outstanding quality of
gold and jade form this Baijiu. Please taste it."


Slogan "True Junzi, appraise the Jun Pin" has four-layer of meaning:


"A true Junzi can taste Jun Pin"
"A true Junzi can clearly understand the quality of a Junzi"
"A true Junzi, his own quality is solid"
"A true Junzi must know that the quality of Jun Pin is solid."




The strategy is intended to strengthen consumers' impression of the formula: Gold and Jade = Junzi= Junpin = High-end Sauce-flavoured baijiu".