Sauce-flavor Baijiu

[Han Shan Yue x Guyi Design] Sauce-flavor Baijiu Packaging Design

Life is like the mountain and the moon,
The mountain and the moon merge,
A picturesque scene unfolds.

The moon rises and sets,
It waxes and wanes,

Endlessly repeating,
Life flows without end.

Project Title: Sleeping Mountain Moon
Client: Guizhou Sleeping Mountain Moon / Shuike Junfeng
Services: Offline Baijiu flagship product design
Team: Guyi · Brand Packaging Design Department
Design Scope: Product concept refinement, bottle label design, gift box design, craftsmanship development, prototype production, image rendering
Note: An original design by Guyi. Patent and copyright certificates are completed. Please think twice before copying.

Project Background:
The bottle structure had already been determined. The challenge was how to build a brand identity with clarity. The Sleeping Mountain Moon sauce-flavor baijiu brand focuses on the Northwest offline market, aiming to become a highly aesthetic regional representative of sauce-flavor baijiu. At the beginning of 2023, Sleeping Mountain Moon, Shuike Junfeng, and Guyi Design (Shenzhen) collaborated to create this Oriental, elegant baijiu.

Brand Analysis:
Han Shan Yue: Mountains and moon in harmony, a scene like a painting.
The mountain represents our climb toward goals; the moon embodies the ideals we keep chasing. Friends are invited to drink together, to immerse in the beauty of the mountain and moon. This is the essence of the Han Shan Yue brand culture.

Design Concept:
Symbolizing Oriental wisdom—moonrise and moonset, waxing and waning—mirroring life’s fulfillment and regrets, just like the moon itself. From the brand name, the symbol of “mountain and moon in harmony, beauty like a painting” was refined. Illustrated imagery presents the sleeping mountain and moon scene, expressing: “When the time comes, the mountain and moon invite, and we drink under their pure light.”

The packaging features a simple book-style box with hollowed-out window design, creating layered visuals of the mountain and moon.