As the first of China's "three famous towers", under the condition of high reputation, how to design a commodity that does not float on the surface, express Chinese traditional culture in a deeper and more diversified form, and integrate the attributes of beer products to achieve the effect of emotional resonance.
This beer is introduced into consumers' lives as a FMCG, and its inspiration comes from the joy brought by beer itself. The designer looks for visual language from Chinese traditional culture to express it, and finally finds the divinatory symbols in the book of changes. The "counter divinatory symbols" in the book of changes (the grid arrangement in the whole picture changes from this shape) has a pleasant meaning, Convey pleasant emotions with vision; At the same time, it sublimates the Yellow Crane Tower to the representative of the region, focuses on the expression of Chu culture, and uses the well-known "Zeng Hou Yi chime" for abstract expression; There are also the words and sentences in the Analects of Confucius that "it's fun to have friends from afar" to supplement the expression of pleasant emotions; The layout breaks the traditional beer logo typesetting design and is designed in the vertical typesetting way of Chinese traditional "bamboo slips"; The color is purple, which means "Purple comes from the East" in China. It is also a rare color in the beer industry and highlights its characteristics.
After the new product was launched in 2021, it received strong praise from the leaders of Yellow Crane Tower. At the same time, it was sold through channels and was very popular with consumers, which shows that consumers recognize this new product.