INTANGIBLE CULTURAL HERITAGE OF CHINA
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
Design Process
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.
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.
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
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 make visually integrated the brand's ideal experience (future-state) by dividing the process into four 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 crafted a dynamic, culturally-rich visual identity, blending traditional motifs with sleek, modern design elements.
Solution
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.
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
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.
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.
Key Learning
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 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.