This project is for Kweichow Moutai Co., Ltd. (Kweichow Moutai) to design a brand album and visual planning system. It aims to jointly build the classic temperament of the brand with the centuries-old craftsmanship and heritage of brewing and the rich heritage of national liquor culture.
The design goal is to present the brand's brand characteristics of "inheriting the millennium of sauce fragrance and forging the national spirit" through systematic visual structure and historical narrative.
The theme of the entire volume is "The fragrance of sauce is passed down to the world and the craftsmanship is sustainable", integrating the precipitation of time and the depth of culture, showing Moutai's status as a world-famous wine and national brand pattern.
design challenge
Kweichow Moutai is not only a benchmark model in China’s liquor industry, but also a spiritual symbol of the national brand. The design needs to achieve the following balance in the visual language: Tradition × Internationality: It must not only reflect the cultural roots of the millennium brewing process, but also convey the high-end texture of world-class luxury goods; History × Contemporaryity: It must maintain the solemnity of a century-old brand, but also show a modern, international brand tone; Craftsmanship × Nobility: It must not only continue the warmth and simplicity of hand-made brewing, but also incorporate the elegance of top collectibles. The core challenge is - how to make the design have both the depth of history and the height of the brand, so that the album has both cultural heritage and international resonance.
Strategy and philosophy
The project takes "the mellowness of time and the respect of culture" as its core design concept. Visual philosophy: based on the dual-line logic of "inheritance and collection" as the visual basis, reflecting the exquisiteness of brewing and respect for time; Structural logic: using a collection-level publishing and typesetting system to organize the brand's century-old history in layers to form a multi-dimensional structure of "history-craft-honor-culture"; color system: noble champagne gold + deep ink black + The main color is warm off-white, supplemented by gilding lines and vermilion embellishments, symbolizing mellow aroma, respect and inheritance; graphic language: integrating the timeline, wine vessel patterns, landscape artistic conception and medal logos to establish a "brand visual system under the order of time"; cultural expression: introducing calligraphy inscriptions, historical archives and documentary photography to make the album both collectible and historical. The core of the concept: present a century-old heritage with visual order, and continue the spirit of national wine with cultural language.
Design presentation
Cover design: The main colors are ivory white and champagne gold gradient, reflecting elegance and nobility; the brand logo and the word "MOUTAI" are used as the visual core in the center, supplemented by hot stamping and embossing techniques; the title is bilingual in Chinese and English to convey the international brand pattern. Chapter logic: 1. Brand traceability (1915 Panama Gold Medal); 2. Centennial history (from the establishment of the factory in 1951 to the present); 3. Brewing process; 4. Hall of Honor; 5. Cultural inheritance; 6. Global layout.
Internal page design: Modular structure: history page and craft page are alternately presented, forming a rhythm of "time × craftsmanship"; chart design: visualizing the brand's century-old glory with a timeline, milestone years and honor data; image language: using historical archive photos, wine master work scenes, and documentary photography of Chishui River scenery to convey truth and respect; culture page: introducing Panama Gold Medal certificates, national wine tasting honors, and state banquet images to express the depth of history. Craftsmanship and materials: The cover uses a hardcover + hot stamping logo + embossed stamping + gold edge incision; the inner pages are made of high-weight special paper to ensure a high degree of restoration of historical images and cultural totems. The overall style embodies "the weight of history × the warmth of craftsmanship × the respect of the world."
Achievements and Impact
As the brand's official collection publication, the album is widely used in international wine expos, high-end tastings and collectors' circles. Through the integration of historical logic × cultural narrative × brand order, the design has successfully created the visual image of Kweichow Moutai that "has both a century-old heritage and a world pattern". The project is considered by the brand owner to be "one of the brand publications with the most cultural depth and collection value" and has become the core blueprint of Moutai's global brand visual system.