Havoc

 

 

 Introduce Chinese liquor Baijiu to the US cosmopolitan culture by developing branding and marketing solutions.

 

PROCESS In the year and half of working on my thesis, I went to China twice to hunt for distilleries: from the family owned local business, to the state owned national distillery, which was guarded by the Chinese army. Although at some places no photos were permitted and the guards were strict, I was still able to generate a lot of original photographs as well as learn about each stage of making Baijiu: from fermentation, to mashing, to distillation. 

In order to find out how my target audience would respond to Baijiu, I held numerous tas-tings and worked with different mixologists in San Francisco. 

After countless bottles and endless mixtures, we created several drinks based on the adventurous level of the drinkers. 

Different Chinese mythologies and folktales were studied intensively after I decided to market Baijiu as the "ancient drink" created in the mysterious southwest China. Later, the magic monkey king was picked as the brand spirit.

 

DELIVERABLE  The brand HAVOC was finally distilled at the end from all my researches and studies as the deliverable for my thesis. I created a fictional distillery as well as developed a three-step market plan to introduce this ancient drink from China.