釣魚台·盛事丝路酒
当今酱酒进入发展新周期，在消费结构迭代的大市场环境下，企业迫切需要文化赋能产品，品牌向历史文化的要价值，树立产品的精神文化标杆。钓鱼台酒基于天然的「国宾酒、外交酒」定位认知，进一步依托于丝路历史文化和「一带一路」的政策指导，全新大单品--盛事丝路酒应运而生。
甲古文创意基于钓鱼台·盛事丝路酒的产品目标，从丝路文化中从追溯千年历史，联动古今。一方面以新时代设计语言对厚重丝路文化进行美学创新，另一方面讲好独特的产品故事，助力品牌稳中求进，行稳致远。
Diaoyutai · The Wine for Grand Occasions along the Silk Road
Jiang-flavour Chinese spirits have entered the new development period. In the big market with the iteration of consumption structures, enterprises cry for culturally-empowered products and the important values of the brand-oriented historic culture, and set up the spiritual culture benchmark of products. Based on the natural positioning cognition of [the wine for state guests and the diplomatic wine], Diaoyutai Wine depends on the historic culture of the Silk Road and the policy guidance of [Belt and Road] and thus gives birth to the brand-new single item, namely the Wine for Grand Occasions along the Silk Road.
Based on the product targets of Diaoyutai · the Wine for Grand Occasions along the Silk Road, OCD traces the one-thousand-year history from the Silk Road culture and connects the ancient and the modern times. On the one hand, it designs a language to conduct aesthetic innovation to the profound Silk Road culture through designs in the new era. On the other hand, it narrates unique product stories and helps the brand move ahead steadily.
焕活历史 文化再造
「丝绸之路」极具历史价值的文化IP
「丝绸之路」是一条连接中国与欧洲之间的古代商道，经过多年的发展和演变。现今依旧具有重要意义的一条国际贸易路线。
丝绸之路不仅促进了中西方之间的贸易往来，形成专属的丝路文化，为各国提供了一个交流思想、文化和艺术的平台，助于不同文明之间的理解和交融，在历史、政治、文化等方面都具有重要意义，也为推动人类文明的进步和发展做出了贡献。
Revitalize the History, Recreate the Culture
[The Silk Road] The cultural IP with extreme historical values
[The Silk Road] is an ancient trade route connecting China and Europe, which has been developing and evolving for multiple years. It is still an important route of international trade.
The Silk Road has not only boosted the trade contacts between China and the western countries and provided a platform for exchanging ideas, cultures and arts for the countries, which has helped with the understanding and integration among different cultures and has an important significance in terms of history, politics and culture. It has also made contributions to boosting the progress and development of human civilizations.
钓鱼台·盛事丝路酒整体设计概念采用陶瓷材质，通过瓶身的插面呈现古今、海陆丝绸之路，带来的繁荣昌盛与文化交融，以白酒、瓷器、丝绸等为中国对外贸易交流的代表，通过丝绸之路走向世界，尽显盛事丝路。
「瓶盖」将丝绸与酱酒的品类的概念融入设计细节，表达品牌和而不同、和美统一的文化内涵。
「瓶身」以陶瓷作为酒瓶材质，繁简结合顶部大量象牙色留白，底部则将丝绸之路的文化概念，以插画画卷形式作为瓶身细节诠释。
「插画」插画将海陆丝绸之路为底稿，其中提炼出代表中国瓷器的「盘、坛、瓶」以及现代
丝绸之路途径的标志性建筑--敦煌飞天和白酒文化图腾代表。
「瓶底」用不同层级象征着沙丘与海浪花纹，代表海上丝绸之路。同时，也寓意未来盛事，将层层跃进、生生不息的美好祝愿。
The overall design concept of Diaoyutai · the Wine for Grand Occasions along the Silk Road adopts the ceramic material and presents the Silk Road in the ancient and the modern times and that on the sea and the land through illustrations on the bottle body. It takes liquor, porcelain and silk as the representatives for the foreign trade of China. It also hopes to go global through the Silk Road and highlights the grand occasions along the Silk Road.
[The bottle cap] integrates the category of silk and Jiang-flavour Chinese spirits into design details and expresses the brand connotation of harmony in diversity and unity of harmony and beauty.
[The bottle body] takes ceramics as the body texture and combines both complicated and simple patterns. At the top, a great number of ivory tints leave blank spaces. At the bottom, it illustrates the cultural concepts of the Silk Road through picture scrolls as the details.
[Illustration] takes the sea-land Silk Road as the draft. It extracts [dishes, altars and bottles] that represent Chinese porcelains and Dunhuang Apsaras and liquor culture totem representatives, which are the symbolic buildings that the modern Silk Road passes by.
[The bottle bottom] symbolizes sand dunes and wave patterns through different levels, which represents the Maritime Silk Road. Meanwhile, it also symbolizes grand occasions in the future, as well as the everlasting beautiful wishes.
重启丝路盛景
创新文化赋能当代白酒的美学表达
白酒不仅仅是一种口腹之乐，它更是一种文化，能够传递历史、文化、精神。文化自信和民族自豪感的提升，时代回响，甲古文创意与钓鱼台酒业一起重启丝路盛景，创新文化赋能当代白酒的美学表达，通过文创酒的产品属性，用新时代的设计语言满足消费者物质与精神需求，价值再造，实现文化与品牌商业价值双赢。
restart the grand occasions along the Silk Road
innovate the culture and empower the aesthetic expression of the modern liquor
Liquor not only brings the joy of mouth and belly. It is also a culture that may deliver histories, cultures and spirits. The improvement of cultural confidence and the sense of national pride show the echoes of the times. OCD and Diaoyutai Distillery jointly restart the grand occasions along the Silk Road, innovate the culture and empower the aesthetic expression of the modern liquor. Through the product properties of the cultural & creative wine, it satisfies consumers' materialistic and spiritual demands through the design language in the new era, recreates values and achieves the win-win of commercial values of culture and brand.
