Cultural Heritage
Brand Strategy
Packaging Design
Yinjiu Revival
Yinjiu Revival
Yinjiu Revival
Reimagining Heritage Liquor with Modern Branding
Reimagining Heritage Liquor with Modern Branding
Reimagining Heritage Liquor with Modern Branding
INTANGIBLE CULTURAL HERITAGE OF CHINA
Overview
Overview
Rooted in the heritage of my family’s traditional craft of brewing Yinjiu, this project aims to revitalize and rebrand this cultural gem
The project involves a comprehensive redesign of the product's packaging and the digital shopping experience
This initiative reflects my dedication to innovatively preserving our cultural roots and adapting them to meet modern tastes and technologies, ensuring the enduring appeal and sustainability of the Yinjiu tradition
Rooted in the heritage of my family’s traditional craft of brewing Yinjiu, this project aims to revitalize and rebrand this cultural gem
The project involves a comprehensive redesign of the product's packaging and the digital shopping experience
This initiative reflects my dedication to innovatively preserving our cultural roots and adapting them to meet modern tastes and technologies, ensuring the enduring appeal and sustainability of the Yinjiu tradition
Duration
Duration
6 weeks, Oct-Dec 2023
6 weeks, Oct-Dec 2023
6 weeks, Oct-Dec 2023
My Role
My Role
Strategic Designer, Branding and Visual Designer
Strategic Designer,
Branding and Visual Dsigner
Strategic Designer,
Branding and Visual Dsigner
Team
Team
Individual Project
Individual Project
Individual Project
Mentor
Mentor
Professor Nathan Shedroff
Professor Nathan Shedroff
Professor
Nathan Shedroff
Design Process
Story Behind the Yinjiu
Story Behind the Yinjiu
Yinjiu, a traditional alcoholic beverage from the Naxi culture of Lijiang, China, boasts a rich history spanning over 500 years, esteemed as a significant trade commodity during the Tea Horse Road era from the 6th to 20th century.
The craft of brewing Yinjiu is recognized as an intangible cultural heritage of Lijiang. As a member of a family that has passed down this brewing technique through generations, I take great pride in my cultural heritage and our family's mission.
Yinjiu, a traditional alcoholic beverage from the Naxi culture of Lijiang, China, boasts a rich history spanning over 500 years, esteemed as a significant trade commodity during the Tea Horse Road era from the 6th to 20th century.
The craft of brewing Yinjiu is recognized as an intangible cultural heritage of Lijiang. As a member of a family that has passed down this brewing technique through generations, I take great pride in my cultural heritage and our family's mission.
Historic Moments of Yinjiu
Historic Moments of Yinjiu
109 BCE
First time appeared on the Tea Horse Road
1955
Documented by a Russian writer in book "The Forgotten Kingdom"
Served when Queen Elizabeth II visited Yunnan China
1986
Included to official list of Intangible Cultural
Heritage
2013
109 BCE
First time appeared on the Tea Horse Road
1955
Documented by a Russian writer in book "The Forgotten Kingdom"
Served when Queen Elizabeth II visited Yunnan China
1986
Included to official list of Intangible Cultural
Heritage
2013
109 BCE
First time appeared on the Tea Horse Road
1955
Documented by a Russian writer in book "The Forgotten Kingdom"
Served when Queen Elizabeth II visited Yunnan China
1986
Included to official list of Intangible Cultural
Heritage
2013
109 BCE
First time appeared on the Tea Horse Road
1955
Documented by a Russian writer in book "The Forgotten Kingdom"
Served when Queen Elizabeth II visited Yunnan China
1986
Included to official list of Intangible Cultural
Heritage
2013
109 BCE: First time appeared on the Tea Horse Road
1955: Documented by a Russian writer in book "The Forgotten Kingdom"
1986: Served when Queen Elizabeth II visited Yunnan
2013: Included to official list of Intangible Cultural Heritage
What Happened Between 1986 to 2013
What Happened Between 1986 to 2013
During this time, China went through a turbulent period that affected many traditional practices, including Yinjiu production. Challenges like national instability, the complex process of making Yinjiu, and high production costs nearly caused this craft to disappear.
During this time, China went through a turbulent period that affected many traditional practices, including Yinjiu production. Challenges like national instability, the complex process of making Yinjiu, and high production costs nearly caused this craft to disappear.
What Challenges does Yinjiu Face today?
What Challenges does Yinjiu Face today?
These challenges need to be require innovative marketing, cultural depth, and technological updates to address effectively.
These challenges need to be require innovative marketing, cultural depth, and technological updates to address effectively.
Cultural Disconnection
Cultural Disconnection
Cultural Disconnection
Younger users lack knowledge and emotional ties to Yinjiu's heritage
Younger users lack knowledge and emotional ties to Yinjiu's heritage
Limited Market Exposure
Limited Market Exposure
Limited Market Exposure
Outdated marketing and branding limit Yinjiu's reach in today's digital, global market
Outdated marketing and branding limit Yinjiu's reach in today's digital, global market
Monotonous User Experience Methods
Monotonous User Experience Methods
Monotonous User Experience Methods
Traditional ways of sharing culture fail to attract users
Traditional ways of sharing culture fail to attract users
Insufficient Product Appreciation
Insufficient Product Appreciation
Insufficient Product Appreciation
Limited information and understanding of Yinjiu’s qualities and values
Limited information and understanding of Yinjiu’s qualities and values
Addressing Challenges with Innovative Design
Addressing Challenges with Innovative Design
I approach this project through 2 key touchpoints: redesign the packaging and the mobile interface on Taobao. My goal was to enhance both physical and digital designs to improve user engagement and increase conversion rates.
I approach this project through two key touchpoints: redesign the packaging and the mobile interface on Taobao.
My goal was to enhance both physical and digital designs to improve user engagement and increase conversion rates.
In Order to Better Understand the User
In order to better understand the user
I conducted comprehensive user research, conducted interview, analyzed stakeholder and user journey mapping, developed detailed user personas. make sure the product or service design aligns closely with user needs and preferences.
Based on the interviews I conducted, I integrated three user personas with diverse backgrounds and roles, comprehensively identifying current pain points and design opportunities.
I conducted comprehensive user research, conducted interview, analyzed stakeholder and user journey mapping, developed detailed user personas. make sure the product or service design aligns closely with user needs and preferences.
Based on the interviews I conducted, I integrated three user personas with diverse backgrounds and roles, comprehensively identifying current pain points and design opportunities.
User's Pain Points
User's Pain Points
Access and Sourcing: Limited product promotion restricts consumer access
Complexity in Preservation and Commercialization: Balancing cultural preservation with commercial interests is challenging
Purchasing Channels: No online or other options available for buying products
Access and Sourcing: Limited product promotion restricts consumer access
Complexity in Preservation and Commercialization: Balancing cultural preservation with commercial interests is challenging
Purchasing Channels: No online or other options available for buying products
Mapping the Stakeholder Value
Mapping the Stakeholder Value
I identified key stakeholder value exchanges, pinpointed areas of mutual benefit and potential friction.
I recognize the need to actively engage with high-power, high-interest groups like young customers and government to leverage their influence and resources for project support, while also using media effectively to expand our reach and keep all interested parties informed about our progress.
I identified key stakeholder value exchanges, pinpointed areas of mutual benefit and potential friction.
I recognize the need to actively engage with high-power, high-interest groups like young customers and government to leverage their influence and resources for project support, while also using media effectively to expand our reach and keep all interested parties informed about our progress.
What is the customer experiencing?
What is the customer experiencing?
I make visually integrated the brand's ideal experience (future-state) by dividing the process into 4 stages: Initiation, Exploration, Engagement, and Reflection.
The gap between the current (red wave line) and the desired (yellow wave line) experiences indicates the focus areas for my design solutions. I aim to improve online information, enhance event engagement, and simplify purchasing and transport to elevate the user experience, increasing satisfaction and promoting Yinjiu effectively.
I make visually integrated the brand's ideal experience (future-state) by dividing the process into 4 stages: Initiation, Exploration, Engagement, and Reflection.
The gap between the current (red wave line) and the desired (yellow wave line) experiences indicates the focus areas for my design solutions. I aim to improve online information, enhance event engagement, and simplify purchasing and transport to elevate the user experience, increasing satisfaction and promoting Yinjiu effectively.
My Design Strategy
My Design Strategy
After analyzing the brand journey and comparing it with similar brands, I identified 3 key design strategies: I mapped out its current situation and envisioned its future position. I developed a vibrant, culturally-rich visual identity that combines traditional motifs with sleek, modern design elements.
After analyzing the brand journey and comparing it with similar brands, I identified 3 key design strategies: I mapped out its current situation and envisioned its future position. I developed a vibrant, culturally-rich visual identity that combines traditional motifs with sleek, modern design elements.
Cultural Storytelling
Cultural Storytelling
Develop and summarize narratives that represent Yinjiu's culture and history
Develop and summarize narratives that represent Yinjiu's culture and history
Modern Visual Identity
Modern Visual Identity
Design unique cultural symbols for Yinjiu, balancing traditional elements with modern aesthetics
Design unique cultural symbols for Yinjiu, balancing traditional elements with modern aesthetics
Digital Engagement
Digital Engagement
Implement SEO strategies and use social media to engage younger audiences and enhance brand visibility
Implement SEO strategies and use social media to engage younger audiences and enhance brand visibility
Solution
1. Brand Logo Design
1. Brand Logo Design
I designed a unique logo by merging the Chinese character "窨" (Yin) and the silhouette of a clay pot, integral to the brewing process, symbolizing Yinjiu culture.
I designed a unique logo by merging the Chinese character "窨" (Yin) and the silhouette of a clay pot, integral to the brewing process, symbolizing Yinjiu culture.
“穴” in Chinese refer to Hole or Cave, representing the method of fermentation
“穴” in Chinese refer to Hole or Cave, representing the method of fermentation
“穴” in Chinese refer to Hole or Cave, representing the method of fermentation
Clay Pot
Clay Pot
Clay Pot
Symbol of the Wine
Symbol of the Wine
Symbol of the Wine
The golden ratio in design
The golden ratio in design
The golden ratio in design
Color Palette
The packaging and the design of the Taobao app store page both adopt a brown-yellow color scheme, complementing the color of the liquor and symbolizing traditional and solemn elements
The packaging and the design of the Taobao app store page both adopt a brown-yellow color scheme, complementing the color of the liquor and symbolizing traditional and solemn elements
#DAB73D
#DAB73D
#DAB73D
#4A1813
#4A1813
#4A1813
#A8ADB4
#A8ADB4
#A8ADB4
#947656
#947656
#947656
#E5E7EB
#E5E7EB
#E5E7EB
#0A0E11
#0A0E11
#0A0E11
2. Packaging Design
2. Packaging Design
Inspired by an ancient script of our ethnicity culture called Dongba Script, I chose 12 characters, simplified and rotated them to create distinctive patterns.
The packaging incorporates traditional paper-cutting art, allowing the wine's color to show through the hollowed sections, creating a "script flower" in varied hues. The series is categorized into three based on different flavors.
Inspired by an ancient script of our ethnicity culture called Dongba Script, I chose 12 characters, simplified and rotated them to create distinctive patterns.
The packaging incorporates traditional paper-cutting art, allowing the wine's color to show through the hollowed sections, creating a "script flower" in varied hues. The series is categorized into three based on different flavors.
“Script Flower”
The design adheres to a simple and clean style, with the embellishment of "script flowers" adding a narrative element to the packaging, striking a balance between traditional and modern aesthetics.
The design adheres to a simple and clean style, with the embellishment of "script flowers" adding a narrative element to the packaging, striking a balance between traditional and modern aesthetics.
Green Plum
Green Plum
Lotus Seed
Lotus Seed
Rose Flower
Rose Flower
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+
+
+
3. Interface Design
3. Interface Design
For the digital touchpoints of this project, I opted to redesign the Yinjiu store page on Taobao, China's largest and most mainstream online shopping platform.
Rebranding on Taobao aligns with the shopping habits of our target users, ensuring that the brand's style and digital presence are consistent both online and offline.
For the digital touchpoints of this project, I opted to redesign the Yinjiu store page on Taobao, China's largest and most mainstream online shopping platform.
Rebranding on Taobao aligns with the shopping habits of our target users, ensuring that the brand's style and digital presence are consistent both online and offline.
Open Taobao
Search the Flagship Store
Open Taobao
Search the Flagship Store
01 Search YINJIU Store
Redesigned the brand store entrance
Positioning the 'store entrance', highlights the brand's colors and products, with micro-interactions
before
01 Search YINJIU Store
Redesigned the brand store entrance
Positioning the 'store entrance', highlights the brand's colors and products, with micro-interactions
before
01 Search YINJIU Store
Redesigned the brand store entrance
Positioning the 'store entrance', highlights the brand's colors and products, with micro-interactions
before
02 Brand Store Homepage
Enhancing visual design to aid in storytelling, making the user flow interaction more engaging and interesting
before
02 Brand Store Homepage
Enhancing visual design to aid in storytelling, making the user flow interaction more engaging and interesting
before
02 Brand Store Homepage
Enhancing visual design to aid in storytelling, making the user flow interaction more engaging and interesting
before
03 Product Page
Redesigned the product categorization list, emphasizing card interface design based on the product's age and flavor
before
03 Product Page
Redesigned the product categorization list, emphasizing card interface design based on the product's age and flavor
before
03 Product Page
Redesigned the product categorization list, emphasizing card interface design based on the product's age and flavor
before
04 Community Short Videos
The Community Page is another majorly redesigned section tailored to the trend of video streaming.
It features short video clips sharing the history of the spirits, mixology tips, and content on food and beverage pairings.
before
04 Community Short Videos
The Community Page is another majorly redesigned section tailored to the trend of video streaming.
It features short video clips sharing the history of the spirits, mixology tips, and content on food and beverage pairings.
before
04 Community Short Videos
The Community Page is another majorly redesigned section tailored to the trend of video streaming.
It features short video clips sharing the history of the spirits, mixology tips, and content on food and beverage pairings.
before
Key Learning
Personal Growth and Passion
Personal Growth and Passion
This project was a milestone in my design career, not just because it was a real-world project, but my family was one of the major stakeholders.
Through this project, I gained a profound insight into the cultural significance of our products. It was enlightening to see how traditional elements could be revived and celebrated in modern contexts, enhancing my respect for and knowledge of cultural heritage.
This project was a milestone in my design career, not just because it was a real-world project, but my family was one of the major stakeholders.
Through this project, I gained a profound insight into the cultural significance of our products. It was enlightening to see how traditional elements could be revived and celebrated in modern contexts, enhancing my respect for and knowledge of cultural heritage.
Enhanced Problem-Solving
Enhanced Problem-Solving
This project was my first in packaging design and brand planning. I learned to highlight product features and rejuvenate traditional culture with design. It pushed me to blend technology with tradition, connect old practices with modern marketing, and handle complex rules, boosting my problem-solving skills.
This project was my first in packaging design and brand planning. I learned to highlight product features and rejuvenate traditional culture with design. It pushed me to blend technology with tradition, connect old practices with modern marketing, and handle complex rules, boosting my problem-solving skills.
Never far away
let’s connect!
Drop a text +1 415-990-8361
Never far away
let’s connect!
Drop a text +1 415-990-8361
Never far away
let’s connect!
Drop a text +1 415-990-8361