Altitude Series: A Treasure Map to Wine

Yanhui Zhang's Innovative Wine Label Design Inspired by Shangri-La's Mystique

Shangri-La, a term that translates to "the sun and moon in the heart" in Tibetan, is known for its unique geographical location and natural environment. This mysterious holy land, abundant with hidden treasures, served as the inspiration for Yanhui Zhang's Altitude Series. The design, reminiscent of the "Treasure Maps" found in legends and adventure movies, aims to ignite the spirit of exploration and discovery in its audience.

What sets the Altitude Series apart is its ingenious representation of Shangri-La's unique geography. Known as a treasure trove for wine due to its high altitude and low latitude, Shangri-La's geographical coordinates are cleverly incorporated into the design. The altitude figures subtly hint at the quality and grade of the wine, inviting users to delve deeper into the secrets of this wine treasure.

The design's realization technology further enhances its appeal. The UV printed label, made from a special paper, creates a textured touch from curved lines of tiny particles. This texture produces different light refraction effects, elevating the product's quality perception. The labels come in three colors, each representing a local environment - silver for snow, blue for lake, and black for night sky. The slightly raised golden coordinates, indicating altitude, represent different grades, making it easy for display and identification.

The design process, which began in Wuhan in June 2021 and concluded in August 2021, was not without its challenges. The primary challenge was to reflect the product's core selling points while maintaining its mystery, scarcity, and exclusivity. The design needed to guide consumers to understand and discover the story behind the product. The solution was the unique application of the Altitude Map, where each curved line represents the terrain of the production area and the flowing posture of the wine body.

Yanhui Zhang's Altitude Series is a testament to the power of design in storytelling. It not only presents a product but also invites consumers on a journey of exploration and discovery. The design's success is evident in its recognition at the A' Packaging Design Award in 2023, where it was awarded Silver for its remarkable creativity and professional excellence.