1
更具格调更新潮
白酒新世界里的摘要敬贽
摘要，高端酱香白酒新选择，来自贵州金沙。产品以书型为器、美酒为里，天生自带文化属性，因独特的口感和品牌形象深受消费者喜爱，2020年成为金沙酒业超级大单品，引领高端市场。
今年，华润酒业入主金沙酒业，后者的高端价值得到进一步释放，为给新时代政商精英提供高端酱酒的新选择，金沙酒业正式推出「摘要敬贽」。
甲古文設計以美学赋能，基于摘要品牌价值的可持续进化与白酒新世界的战略延展，创意呈现高雅大气的包装设计，打造更具格调更新潮、白酒新世界里的摘要敬贽。
1
More stylish and trendy
Zhaiyao Jingzhi in the new world of liquor
Zhaiyao, as a new option of high-end Jiang-flavour Chinese spirit, comes from Jinsha, Guizhou. The product uses the book size as the instrument and accommodates good wine within it. With a born cultural property, it is very popular with consumers out of its unique mouthfeel and brand image. In 2020, it became a super single item of Jinsha Jiuye and led the high-end market.
This year, China Resources Wine Industry purchased Jinsha Jiuye, thus further releasing the high-end values of the latter one. In order to provide a new option of high-end Jiang-flavour Chinese spirits for political and commercial elites in the new era, Jinsha Jiuye formally launched [Zhaiyao Jingzhi].
Empowered by aesthetics, OCD creatively presents the elegant package design based on the sustainable progress of the brand value of Zhaiyao and the strategic extension of the new liquor world. The purpose is to create a more stylish and trendy Zhaiyao Jingzhi in the new liquor world.
2
以消费者价值为商业原点
给酒桌平添文雅柔和气息
产品策略
团购渠道作为高端名酒的主销渠道之一，更多出现在商务宴请、酒席等消费场景，主要面向政府、事业单位、国有企业等新时代政商精英人群。
我们以消费者价值为商业原点，关注这类人群的需求变化——在共性中找个性，不是彰显自我而是认同自我，对私人化空间和思想有更高层次的消费要求。
因此，我们希望为「摘要敬贽」融入更多的「柔软感」，让新时代政商精英能在酒中品味历史与文化，给酒桌平添几分文雅、柔和气息，赋予产品更多的情感和温度，传达一种自由的人生状态。
2
Take consumers' value as the origin of commerce
Add elegance and softness to the wine table
Product strategy
Group purchase, as a main sales channel of high-end famous liquors, tends to appear in some consumption scenarios like commercial banquets and feasts. It mainly targets at the political and commercial elites from governments, public institutions and state-owned enterprises in the new era.
With consumers' value as the commercial origin, we pay attention to the change of their demands, namely to find individuality in generality and recognize themselves rather than show themselves. They have higher consumption requirements for private space and thought.
Therefore, we hope to put more [sense of softness] to [Zhaiyao Jingzhi], and enable political and commercial elites in the new era to taste history and culture through liquor. We also want to add some elegance and softness to the wine table, endow products with more emotions and temperature, and deliver a free status of life.
3
水的至柔与纸的温润
传达自由的人生状态
设计解析
水的至柔与纸的温润
传达自由的人生状态
设计解析
如何用硬朗的酒瓶承载水的至柔与宣纸的韵味诗意？这是我们团队设计过程中始终在探索的重点。
设计关键词：柔软/情感/自由/生命力
3
Softness of water and tenderness of paper
Convey a free life status
Design analysis
How to undertake the softness of water and the poetic charm of Xuan paper through the rigid wine bottle? This is the key point of our exploration in the design process.
Key words of design: Softness/emotion/freedom/vitality
器型取自「酒」字三点水
「水为酒之血」，产品取「酒」字三点水之器型，将水的至柔和纸的温润融合在一起，突破方正硬朗的传统范，也融入柔软自由的温润美，传达出自由的人生状态：对内心赤诚向往的无虑追求，以及驾驭生命的淋漓畅快。
「水为酒之血」，产品取「酒」字三点水之器型，将水的至柔和纸的温润融合在一起，突破方正硬朗的传统范，也融入柔软自由的温润美，传达出自由的人生状态：对内心赤诚向往的无虑追求，以及驾驭生命的淋漓畅快。
The type of ware is selected from the radical of the character [Jiu]
[Water is the blood of wine]. The product is a type of ware selected from the radical of the character [Jiu], which combines the softness of water and the gentleness of paper. It breaks through the traditional style of being square and hard. It is also integrated with the soft and free beauty of gentleness, and delivers a free life status: A carefree pursuit of inner heart and the freedom of controlling life.
放大品牌视觉资产
摘要拥有丰厚的品牌资产及价值，我们延续了品牌核心记忆元素，放大品牌标识中的「圆圈」图形，作为产品视觉符号，并通过不断地重复、强化，为消费者制造产品的记忆点。
摘要拥有丰厚的品牌资产及价值，我们延续了品牌核心记忆元素，放大品牌标识中的「圆圈」图形，作为产品视觉符号，并通过不断地重复、强化，为消费者制造产品的记忆点。
Amplify the visual assets of the brand
Zhaiyao boasts abundant brand assets and values. We continue with the core memory elements of the brand and amplify the [circle] in the brand logo as the visual symbol of the product. By constant repetition and reinforcement, we try to produce the memory point of the product for consumers.
彰显深厚文化底蕴
瓶身及外盒包装上印有国学大师撰写的摘要札记及题词，有着极其深厚的文化寓意，彰显文化内涵和个性品位。
瓶身及外盒包装上印有国学大师撰写的摘要札记及题词，有着极其深厚的文化寓意，彰显文化内涵和个性品位。
Highlight the profound cultural deposits
The bottle and the package of the outer box are printed with the reading notes and inscription of Zhaiyao written by the master of traditional Chinese culture. With strong cultural implication, it highlights cultural connotations and individualized grade.
从方正瓶体到曲面造型
产品体验上更考量人体工程学，更贴合瓶体握感，陶瓷瓶身触感圆润细腻，彰显高级质感；水纹与纸张造型，展现更加柔软开放的姿态，蕴含了赤水河孕育金沙美酒的美好寓意。
产品体验上更考量人体工程学，更贴合瓶体握感，陶瓷瓶身触感圆润细腻，彰显高级质感；水纹与纸张造型，展现更加柔软开放的姿态，蕴含了赤水河孕育金沙美酒的美好寓意。
From the foursquare bottle to curved modeling
In terms of product experience, it uses ergonomics to improve the sense of gripping of the bottle. The ceramic bottle has a subtle touching sense, thus highlighting the senior texture; The modeling of water waves and paper show a softer and more open posture, and contain the wonderful meaning that Chishui River gives birth to Jinsha wine.
4
敬意所至，贽见好礼
摘万物魁首，聚一生至要
近年来，伴随消费升级与消费理性化发展，高端白酒可能是未来十年确定性和成长性最好的赛道之一，甲古文設計对「摘要敬贽」的创意设计，不仅仅是体现在形态的改变，更是对生活方式进化的一种探索。为新时代政商精英打造更具格调更新潮的高端酱酒，以美学赋能产品，我们对白酒新世界的探索未完待续，敬请期待！
4
Show respect, offer gifts
Extract the best of creatures and
gather the most important ones
In recent years, with the upgrade of consumption and the rational development of consumption, high-end liquor may be one of the best tracks in terms of certainty and growth in the following decade. OCD's creative design of [Zhaiyao Jingzhi] not only shows the change of form, but also explores another lifestyle. In order to create a more stylish and trendy high-end Jiang-flavour Chinese spirits for political and commercial elites in the new era and empower products with aesthetics, we will continue to explore the new world of liquor. Please look forward to it!
