Revolutionizing Brandy Packaging: The Changyu Legend

Tiger Pan's Innovative Design for China's Leading Brandy Producer

Tiger Pan, a renowned designer, was entrusted with the task of rebranding Changyu, a top-ranking winery brand in China. The aim was to reshape the product line and upgrade the price of certain products in line with production costs and modern consumption psychology. The new design is seen as an epoch-making point for the brand, with the introduction of the letter “Z” as a branding symbol on the package. This symbol is a nod to the brand's pronunciation in Chinese and other main domestic dialects.

The design also pays homage to the brand's rich history. The head carved on the badge is that of the enterprise's inventor, who was the richest man in China in the 20th century. The brandy itself has won three medals in a professional wine competition in the 1950s, a fact proudly displayed on the label. The medals immediately communicate the high quality of the product to consumers.

The design process was not without its challenges. The bottle's shape, particularly the neck, posed a significant challenge due to the need for mass production. The profile line of the bottle had to stand out, requiring precise calculations to ensure mass production was possible. Furthermore, the bottle needed to be stable for shipping, necessitating a design where the bottom diameter was the same as the upper one.

The result is a stylish and elegant package that stands out on the shelves. The large capital letter “Z” draws attention, and the bottle's shape, with a profile line that is not straight down, is designed to be more stable to handle. The redesign was completed within four months, with the design process taking place in Shenzhen and production in Shanghai.

The Changyu Legend redesign was awarded Silver in the A' Packaging Design Award in 2019. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Tiger Pan's redesign of Changyu Fine Brandy Legendary Family certainly fits this description, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.