体味时间的精酿
用设计酿造具有东方韵味的雅致艺术品
Taste the craft
Creating elegant artworks with Eastern charm through design
中粮·君雅
邂逅东方白兰地的独特腔调
中国葡萄酒酿造历史悠久，白兰地是蒸馏的艺术，也是国际畅通的酒种。中粮长城酒业作为中国传统民族品牌，立足中国风土文化，打造出长城·君雅白兰地将中国文化元素融入到产品中，以酒为载体，用美学浇灌出东方白兰地的独特腔调。
COFCO Great Wall VSOP
Experience the Unique Taste of Eastern Brandy
Chinese wine brewing has a long history, and brandy is an art of distillation and an international wine. As a traditional Chinese ethnic brand, COFCO Great Wall Winery creates Royal brandy VSOP based on local culture, which integrates Chinese elements into its products to create the unique taste of Eastern brandy.
君雅白兰地 VOOP / XO
酿造具有东方韵味的雅致艺术品
在消费升级、价值回归的时代，长城·君雅白兰地传播中国味道，开启国潮新篇，国潮崛起，坚定文化自信。
甲古文创意受邀共同酿造具有东方韵味的雅致艺术品，我们从包装设计入手，突破消费者对白兰地的消费认知，构建中国式白兰地文化的传播体系，树立君雅独有的白兰地品牌文化。
VSOP VOOP / XO
Creating elegant artworks with Eastern charm
With the consumption upgrading and value return, the Great Wall VSOP spreads the Chinese taste, opens a new chapter of China-Chic wine and strengthens cultural confidence.
OCD is invited to jointly brew the Great Wall VSOP. We break through consumers' perception of brandy consumption, build a transmission system of Chinese brandy culture, and establish a unique brand of VSOP by packaging design.
何为君雅之意？
设计洞察
根据品牌释义，我们拆解为君子与风雅，两个部分并从中思索探寻设计创造的逻辑，为品牌注入灵魂。
君子人格和君子文化是中华民族的精魂；风雅追求的是一种精致的生活态度，也是人生对精致高雅生活的追求和向往。
【· 情绪饮料与氛围经济；】
【· 找到品牌与消费群的情感共鸣；】
【· 划分矩阵，打造品牌大单品；】
白兰地是蒸馏酒的艺术，具有国际化、时尚、健康的品类属性，是一件优雅的艺术品。该品类消费者是消费能力更高的社会中坚力量，他们追求的精致风雅的生活态度与君雅的产品内涵不谋而合。
酒也是一种情绪饮料，我们通过设计营造品饮的氛围，建立与目标消费群对品牌的情感共鸣。同时，根据产品纵、横向拓展划分价值区隔，聚焦中高端人群，帮助品牌打造出行业大单品。
What Does VSOP Represent?
Design Insights
According to the brand definition, we decompose it into two parts: Gentleman and Elegance, and explore the logic of design from them, injecting soul into the brand.
The personality and culture of a gentleman are the spirit of the Chinese nation; The elegance is a delicate life attitude, and it is also the pursuit of an elegant life.
[·Emotional Beverages and Atmosphere Economy;]
[·Find Emotional Resonance Between the Brand and the Consumer Group;]
[·Divide Modules to Create Flagship Products;]
Brandy, as an elegant artwork, is the art of distillation featured by international, fashionable, and healthy. Its consumers are the backbone of society with higher consumption ability, and their elegant life attitude coincides with the spirit of VSOP products.
Wine is also an emotional beverage. We establish emotional resonance with the target consumer group towards the brand by creating a drinking atmosphere. We also divide the value zones based on the vertical and horizontal expansion of the product to focus on the high-and-mid-end consumers, and create industry flagship products.
注入东方之魂 体味时间的精酿
设计解析
品牌字
品牌字型结构，取自北宋徽宗的瘦金体, 整体字型修长，强调高雅的君子之气，视觉呈现上更能体现精致的品牌精神。
Injecting the Spirit of the East to taste the craft
Design Analysis
Brand Font
The font structure is style of Chinese calligraphy originated by Emperor Huizong of the Northern Song Dynasty, characterized by slim yet sturdy strokes, emphasizing the elegance of a gentleman, and better reflecting the exquisite brand spirit from the visual presentation.
日晷
指连天接地，严谨厚重而简约，君子处世应像天一样，力求进步，刚毅坚卓，发奋图强，永不停息。同时，寓意光阴流转，呈现白兰地酒熟成过程中特有的形式感，加强本身的视觉感受。
瓶标
瓶标以山石、梅、松、兰、竹元素，中西结合，寓意君雅白兰地源起在东方的品牌属性，向消费者传递文化交流和融合的信息。
Sundial
Refers to the connection between heaven and earth, rigorous, profound and simple. A gentleman should always strive for progress and keep committed. It also symbolizes the flow of time, which presents the unique form of brandy during the ripening process to enhance visual experience.
Bottle Label
The bottle label includes five elements, namely mountains, plum blossoms, pines, orchids, and bamboos, combined with Chinese and Western elements, which show VSOP originated from the East, and convey cultural exchange and integration to consumers.
君子有礼 礼乐东方
产品呈现
01 君雅VSOP
「瓶身」线条取自君子剑的造型，体现了君雅产品所属的君子之风，展现产品表达的君子气度、勇敢、自由、修身、公平等诸多文化内涵，君子的精神载体，成为东方精神的诠释。
「瓶盖插画」山水画是中国人情思中最后厚重的沉淀，君子以山为德，以水养性，恰与品牌内涵相契合。
Only by Combining Ritual and Music Can a Gentleman be Considered
Product Demonstration
01 VSOP
The "bottle body" is shaped like a gentleman's sword, and reflects the gentleman style of VSOP products, such as demeanor, bravery, freedom, self-cultivation, fairness and other cultural connotations, which is an expression of the Eastern spirit.
"Cap illustration" landscape painting is used by Chinese people to express deep emotions. Gentlemen cultivate their minds through mountains and water, which is exactly in line with the brand's connotation.
02 君雅 XO
XO「瓶盖」通过日晷元素延展出时间轴的概念，如转动的时间密码，白兰地是时间的精酿，而XO更需要时间去探索其中的味道。
「瓶型」以代表礼乐文化的编钟为造型灵感，礼乐代表着君子的德行品格，礼乐并行，方为君子。
02 XO
XO "cap" uses a sundial to express the concept of the timeline, such as the rotating time code. Brandy is the craft undergoing the precipitation of time, and we need more time to explore it.
The "bottle shape" is modeled after a chime clock representing the culture of ritual and music, which shows the moral character of a gentleman.
结语
中国是世界上最具生命力和发展潜力的葡萄酒市场之一，长城·君雅，匠心酿好酒，醇厚绕香柔，为消费者带来了一次白兰地的厚礼展现优雅的君子气度、分享世界品味。甲古文创意以视觉赋能构建出东方白兰地的专属视觉语言，以更国际视野转译中国文化，展现大国优雅的君子气度、带来愉悦的品饮体验。
Conclusion
China is one of the most promising wine markets in the world. The Great Wall VSOP, with its exquisite craftsmanship and mellow aroma, provides consumers with a great gift of brandy, showing the spirit of gentlemen sharing world taste. OCD creates the exclusive visual language of Eastern brandy, spreads Chinese culture to the world, such as the elegant demeanor of a great power, also offers a pleasant drinking experience.
