YUGE Pineapple Brandy YUGE Pineapple Brandy Packaging DesignA professional liquor packaging design case by Shenzhen Gu Yi Design Project Name: YUGE · BrandyClient: YUGE Liquor (Guangdong) Co., Ltd.Service Scope: Brandy packaging designDesign Team: Gu Yi · Brand Packaging Design Department Friendly Reminder:This work is an original creation by Gu Yi Design. Patent certificates and copyright registrations have been completed. Think twice before attempting infringement. Scope of Work by Gu Yi Design Product concept development, brandy bottle shape design, brandy bottle cap design, brandy gift box packaging design, outer carton design, finished product prototyping, and product image rendering. Project Background At the end of 2022, Gu Yi Design partnered with YUGE Liquor (Guangdong) Co., Ltd. to take charge of the overall development of its full product line. After more than two years of refinement, this year marks a major milestone with the launch of YUGE Pineapple Brandy as a flagship product. For this collaboration, the Gu Yi team worked at the intersection of “spiritual core” × “aesthetic form,” crafting a highly distinctive and visually striking product system that defines YUGE’s brand identity. Brand Culture Development Starting from the character “Ge (格)” itself, Gu Yi developed a product culture unique to the brand. Since “Yu (于)” functions grammatically as a preposition, the deeper meaning lies in “Ge.”“Ge” can imply structure, character, discipline, and deep inquiry. Rooted in product culture, the concept draws from the Eastern philosophy of “Ge Wu Zhi Zhi” (the investigation of things to attain knowledge). From this foundation, inquiry and character become the core values, forming the cultural driving force behind the brand.This philosophy conveys YUGE’s resilience, integrity, and relentless pursuit of truth. As the saying goes, “Clinging firmly to the green mountains, roots growing through broken rock,” this unyielding spirit is deeply moving. Bamboo—symbolizing moral backbone and inner strength—ultimately became the ideal cultural metaphor to carry the product’s identity. Bottle Design The bottle design is a tangible translation of the Eastern philosophy of “Ge Wu Zhi Zhi.” Inspired by bamboo, it captures its strength and spirit, allowing the natural rhythm of growth to shape the bottle form. The overall silhouette is derived from bamboo joints, with the bottle precisely cast into 19 facets—where “10” symbolizes completeness and “9” represents eternity. Together, they form auspicious numbers in commercial culture, expressing both perfection and impermanence. The bottle cap is wrapped in black specialty paper with gold speckles and secured with an elastic cord, conveying Eastern sentiment and handcrafted warmth. The bamboo-joint-inspired cap adds a distinctly Chinese touch. Gift Box Design The gift box is crafted from black specialty paper, refined and understated in tone. Combined with hot-stamping techniques, it delivers a minimalist yet commanding visual presence. The box surface features a gold-stamped illustration of bamboo and sto […]

Crooked Mouth [Crooked Mouth × Gu Yi Design]Wuliangye “Crooked Mouth” Clear Bottle Liquor Packaging Design Project Name: Wuliangye · Crooked MouthClient: Wuliangye Xianlin Ecological Liquor Co., Ltd.Scope of Services: Overall packaging design for Crooked Mouth clear bottle liquorDesign Team: Gu Yi · Brand Packaging Design Department Friendly Reminder:This work is an original creation by Gu Yi Design. Both patent certification and copyright registration have been completed. Please think twice before infringing. Design Deliverables by Gu Yi:Product concept development, clear liquor bottle shape design, bottle cap design, outer carton design, finished product prototyping, and product image rendering. Project Background With the wave of consumption upgrades, the infused liquor category is breaking away from tradition and embracing fashion-driven innovation, rapidly capturing the attention of a new generation of mainstream consumers and becoming a rising star in the liquor industry. Driven by this trend, leading liquor brands are actively entering the infused liquor segment. On January 22, Wuliangye Xianlin Ecological Liquor officially launched its strategic flagship product for the next decade—the Crooked Mouth Minimal Luxury Series large clear bottle liquor—marking a new phase in the brand’s development. Product Strategy & Brand Upgrade The launch of the Crooked Mouth Minimal Luxury large clear bottle is not a simple product iteration, but a carefully refined creation that integrates quality, culture, and distribution across multiple dimensions. Looking back at previous products, although they adopted the large clear bottle format, the distinctive “crooked mouth” form was not sufficiently emphasized. This resulted in weak memorability and a lack of brand exclusivity and perceived value. In response, Gu Yi took “amplifying the product’s core selling point” as the design origin. Anchored in a visual tone of “light luxury” and “timeless elegance,” the design redefines the premium image of the Crooked Mouth brand. The goal was to create a large clear bottle that truly embodies the Crooked Mouth identity, establishing clear differentiation in the highly competitive clear bottle liquor market. At the same time, the product forms a combined strategy with Crooked Mouth mini bottles—“mini bottle + large clear bottle”—to comprehensively cover consumption scenarios and strengthen overall brand influence. Design Philosophy During the upgrade of the Crooked Mouth large clear bottle, in-depth analysis revealed its strongest asset: the endorsement of the Wuliangye brand. Consumers’ strong recognition and trust in Wuliangye became the central pillar of the design strategy. Bottle Design Concept Building upon the original bottle structure, the design further accentuates the “crooked” form language. The bottle body features an elegant twisted silhouette, breaking away from traditional symmetry. Flowing lines simulate the gentle rhythm of the Min River, creating a smooth yet tactile texture that conveys a sense of continuous natural vitality. This twisted form not only establishes a unique visual signature exclusive to Crooked Mouth and enhances product recognition, but also aligns with ergonomic principles—improving grip comfort and stability. Bottle Cap Design The bottle cap echoes the overall form through a wave-like twisted circular design, creating an asymmetrical visual beauty. The Wuliangye brand logo is engraved on the top, subtly expressing rhythm and vitality. The cap is intentionally designed so that “no side is perfectly straight,” reinforcing the playful and memorable concept of “crookedness.” In real usage, the twisting motion of opening the cap forms an elegant curved movement, with no need to worry about “aligning it straight.” From any angle, the cap maintains its crooked aesthetic—truly achieving “every side is crooked, every side is beautiful.” Base Design The bottle base introduces another layer of thoughtful detail. An innovative “diamond-cut texture” is used, with precisely sculpted starburst patterns encircling the Wuliangye logo. As light passes through, the base produces intersecting light and shadow effects—brilliant and radiant, as if releasing beams of light. This design significantly elevates brand exclusivity and perceived value, while adding rich visual depth and a delightful moment of surprise when the bottle is lifted or opened. Color Strategy Gold and silver were chosen as the primary color palette.Gold symbolizes luxury, nobility, and timelessness; silver represents modernity, refinement, and a sense of technology. The combination of gold and silver reinforces the premium positioning of the product while maintaining continuity with the brand’s previous “Golden Crooked Mouth” line—reactivating consumer […]

SimbaH Qingyun Star Snake-Year Zodiac Craft Beer SimbaH x Guyi Design Qingyun Star Snake-Year Zodiac Craft Beer Packaging Design Project Name: SimbaH · Qingyun Star Client: Heilongjiang SimbaH Biotechnology Co., Ltd. Service: Custom Qingyun Star Beer Label Design Service Team: Guyi · Brand & Packaging Design Department Friendly Reminder: This project is an original work by Guyi Design. Patent and copyright certificates have been completed. Please think twice before copying. Guyi Design – Scope of Work: Brand strategy design (market analysis / consumer analysis / product positioning), logo design, English brand naming, VI design, label design, label production process planning, outer carton design, product video production, product image rendering Background On January 8, 2025, with the arrival of SimbaH Qingyun Star Wheat Beer at the warehouse, SimbaH launched its first zodiac-limited craft beer in collaboration with Guyi Design. The Snake-Year Qingyun Star craft beer is based on the award-winning “86007” formula from the “Qingyun Project,” refined for this special edition. The name stems from SimbaH’s 2024 partnership with the China International Beer Challenge (CBC) to launch the “Qingyun Project.” Its deeper inspiration comes from Cao Xueqin’s phrase: “With a good wind, I rise to the clouds”, reflecting the brand’s aspiration to convey ambition, progress, and the visionary spirit of identifying and supporting talent. Creative Concept Core Graphic – The Character “中”: The central visual uses the Chinese character “中” as the structural backbone. Its stable and commanding form reflects SimbaH’s corporate mission to “make the world respect Chinese beer” and its vision of becoming a “leading high-end Chinese beer brand.” By combining the character’s structure with traditional motifs, the design conveys a harmonious blend of classic and modern Chinese beer aesthetics. The Snake Motif: A snake winds gracefully upward, dynamic and powerful, symbolizing the Snake-Year zodiac while also conveying wisdom and innovation. Zodiac snake elements are integrated with Chinese knots and auspicious clouds, creating a festive New Year atmosphere that celebrates renewal, fortune, and good luck. The Xuanwu Symbol: Xuanwu is represented as a fusion of turtle and snake. The turtle signifies longevity and stability, while the snake represents wisdom and transformation. Their combination embodies balance and harmony, core principles in traditional Chinese philosophy. The turtle shell incorporates ancient coin patterns and is decorated with Chinese knots, symbolizing double blessings of longevity and wealth. Auspicious Cloud Motifs: Cloud patterns surround the main design, rising like a sea of clouds, echoing the original spirit of the “Qingyun Project”: “With a good wind, I rise to the clouds.” These motifs reinforce festive joy and auspiciousness. The interaction of clouds and Chinese knots creates upward visual momentum, symbolizing the brand leveraging traditional cultur […]

Snow Bull Craft Beer × Guyi Design [Snow Bull Craft Beer × Guyi Design] Complete Brand & Packaging Design for a New Craft Beer Project Name: Snow Bull Craft Beer Client: Changchun Snow Bull Craft Beer Co., Ltd. Scope of Service: Full craft beer brand design Service Team: Guyi · Brand & Packaging Design Department Friendly Reminder: This project is an original work by Guyi Design. Patent certificates and copyright registrations have been completed. Think twice before copying. Guyi Design – Scope of Work Brand strategy design (market analysis / consumer analysis / product positioning) Logo design English brand naming VI (Visual Identity) design Label design Label production process planning Outer carton design Product video production Product image rendering Background Snow Bull Craft Beer originated as Maimoduo, a small-scale beer workshop where many popular craft beers were brewed. After nearly three years of development, it has grown into the first craft beer brewery of considerable scale in Changchun—and even across the entire Northeast China region. To support the next stage of brand growth, Snow Bull partnered with Guyi Design to create a brand identity entirely from scratch, building a complete and cohesive brand system. Logo Design Concept Snow Bull Craft Beer’s name itself is a strong IP symbol. The design team deeply explored its unique meaning while integrating the attributes of craft beer, creating a proprietary visual language exclusive to Snow Bull. The logo concept starts from the brand name and uses phonetic interpretation for creative expression: SHARE: sharing NEW: a new world, new things, new perspectives Visual Symbol Development Quotation marks are used as a core visual element to express the product’s social attributes—sharing, chatting, and communication. This form is combined with a speech bubble and the bull’s silhouette to create the Snow Bull Craft Beer logo graphic. The brand typography is modern, minimalist, and bold, with strong, solid forms that convey the power and strength of the Snow Bull identity. The logo is clean yet highly symbolic, directly showcasing the brand IP (the bull) while also emphasizing the social nature of beer—sharing joy. At its core, the design communicates a deeper brand message: “Snow Bull Craft Beer—sharing joyful moments with you.” Packaging Design A strong packaging design helps consumers quickly identify a product among competitors, increasing brand recognition and driving sales. Through distinctive creative expression, the Snow Bull visual symbol is amplified across the packaging, reinforcing the brand’s “super symbol” and ensuring visual consistency and coherence throughout the brand system. The packaging also highlights the product’s ingredient advantages, using hand-drawn hops illustrations to visually emphasize quality and craftsmanship, making the […]

Leo Master Soda Sparkling Water [Leo Master x Guyi Design] Leo Master Soda Sparkling Water Packaging Design Project Name: Leo Master Sparkling WaterClient: Guangdong Leo Master Enterprise Management Co., Ltd.Service Scope: Sparkling water label designService Team: Guyi · Brand Packaging Design Department Friendly Reminder:This project is an original creation by Guyi Design. Patent and copyright certificates have been completed. Please think twice before attempting unauthorized reproduction. Background Introduction Leo Master Tavern is a uniquely styled “Guochao Awakening Lion” cultural space in China, offering trendy Chinese beverages, flavored snacks, and event-planning services. It blends the essence of traditional Chinese culture with modern trends, creating a relaxed, joyful social environment for customers. In this project, the Guyi team based the design on the cultural story behind the “Leo Master” brand, product characteristics, and consumer insights. The focus was to reinforce core brand symbols and enhance visual impact through thoughtful product design. Creative Approach Fizz with Character — “Lion-Minded” Youth. The concept uses culture as the foundation and the Awakening Lion IP as the creative carrier, co-creating a unique “Lion Planet Core” with consumers. This builds a distinctive spiritual identity and captures consumer attention through visually strong storytelling. The interactive lion-dance illustrations amplify the lion’s presence. The lion appears to “spit out” couplet scrolls, forming playful combinations. On the display shelf, the front shows the lion head and brand information, while the back features the brand slogan. This system allows for endles […]

Ronghe Sauce Aroma Baijiu [Ronghe x Guyi Design] Ronghe Sauce Aroma Baijiu Packaging Design Project Name: Centennial Ronghe Client: Guizhou Renhuai Maotai Town Ronghe Liquor Co., Ltd. Service Scope: Bottle design and overall packaging design for Ronghe sauce-flavored Baijiu Design Team: Guyi · Baijiu Brand Packaging Design Department Note: Original design by Guyi Design. Both patent and copyright certificates have been completed. Please think twice before copying. Background: Guizhou Renhuai Maotai Town Ronghe Liquor Co., Ltd. is located in Maotai Town, Renhuai City, Guizhou Province — known as “China’s No.1 Liquor Town.” This collaboration with Guyi Design focuses on creating the packaging for Ronghe’s offline product line of sauce-aroma Baijiu. For this flagship offline series, the goal was to craft a bottle shape that embodies the unique character of the Ronghe brand. Drawing upon Ronghe’s century-old cultural heritage, the Guyi team designed packaging that visually communicates its rich history. Brand Heritage: Founded in 1879 in Maotai Town, Ronghe Distillery was one of the first three private distilleries in the region. With over a century of legacy, this historic brand deserves to have its story told through a distinctive and evocative visual language that connects with modern consumers. Design Concept: The bottle shoulder features 12 slanted facets, symbolizing the 12-month brewing cycle of sauce-aroma Baijiu production. These connect seamlessly to a circular dial of 24 pointers, representing the 24 solar terms that guide Ronghe’s traditional brewing calendar. The 20-year edition adopts a luxurious woven pattern inspired by the century-old Ronghe legacy — a reinterpretation of its historical culture. The bottle’s weathered texture evokes the feeling of time’s passage, embodying the brand’s enduring prestige. For the 15-year and 8-year editions, the lower part of the bottle incorporates a similar woven motif, echoing the brand’s deep heritage while the aged surface texture enhances the vintage character, captu […]

Xique German-Style Wheat Beer [Helens x Guyi Design]  Packaging Design Project Name: Helens · XiqueClient Name: Shenzhen Helens Brand Management Co., Ltd.Service Provided: German-Style Wheat Beer Packaging DesignDesign Team: Guyi · Brand Packaging Design DepartmentNote: Original creation by Guyi Design. Both patent and copyright certificates are completed. Think twice before pirating. Since early 2019, Guyi Design and Helens Bar have established a strategic partnership. Over the following years, multiple products were successfully launched, achieving impressive sales results. In September 2023, Helens Bar once again joined forces with Guyi Design to create this brand-new beer packaging: Xique German-Style Wheat Beer. As a party hub for young people, Helens Bar attracts crowds of youth who gather here to wait for someone they like, and together share a glass of their very own “Xi Beer.” For the night owls who love Helens, this represents a fresh way of living out nightlife. Here, they embrace freedom and also discover like-minded companions. The exclusive Night Owl-themed illustration IP for Helens Bar, paired with clean, bold line decorations and accented with a black-and-gold color scheme, brings out the refined charac […]

“Tai” Baijiu Bottle [Taixiangjiao x Guyi Design] New Online “Tai” Baijiu Bottle Design TaixiangjiaoGolden Edition UpgradeGlorious Years A Legendary GenerationIn Its Prime Guyi’s Services for This Project: Product concept development Baijiu bottle design Baijiu gift box design Bottle craftsmanship and prototyping Gift box craftsmanship and prototyping Product video production Product image rendering Project Title: Taixiangjiao · Legend / EleganceClient: Guizhou Qianjiu Co., Ltd.Scope: Mainstream product design for both online and offline channelsTeam: Guyi · Brand Packaging Design DepartmentNote: Original design by Guyi. Patent and copyright certificates completed. Taixiangjiao, founded in the 1950s, is one of the two state-owned distilleries in Maotai Town and a time-honored Guizhou brand. Since 2021, Taixiangjiao has partnered with Guyi to create a series of hit products, with sales performance proving their market success. This strong foundation of trust has enabled both sides to achieve remarkable results: For Taixiangjiao: impressive breakthroughs in online channels. For Guyi Design: development of a unique design system tailored for online products. The evolution from Product 1.0 to Product 2.0 ignited the market through three major differentiators: Bottle Shape Differentiation: Upgrading the classic bottle silhouette with a distinctive “Tai” character design. Material Differentiation: Combining metallic materials with a modern, youthful style to create a light-luxury, high-appeal baijiu product. Channel Differentiation: Tailoring creative “multi-use” design concepts for online channels, sparking conversations in live-streaming rooms and driving sales. In the second half of 2023, the collaboration once again delivered a flagship launch: Taixiangjiao · Legend / Elegance. The Elegance Edition (online) topped best-seller charts for baijiu. The Legend Edition (offline) sounded the horn for the brand’s next market push. The design draws inspiration from the brand itself, beginning with a fresh reinterpretation of the first character in its name, “Tai” (台). Rather than sticking to rigid tradition, the design embraces an international aesthetic. The triangle became the core design element: It is the most stable geometric figure, symbolizing cohesion and balance. Depending on its angle, it also conveys stability, dynamism, motion, and direction. Metaphorically, it represents Taixiangjiao’s “Iron Triangle” advantage — a stable cycle between distillery, brand, and consumer, rooted in quality and innovative marketing. The product image reflects this philosophy: a golden baijiu bottle embodying “glorious years,” its silhouette forming a commanding triangular stance. Details include: A traditional “Tai” character and lattice motifs engraved on the cap. Classical Ruyi patterns blended with the body design, adding both ritual and elegance. Materials & Sustainability The packaging adopts a new TEPP foam material. This innovative choice not only gives the product a unique edge but also strengthens protective performance during transport. TEPP foam is among the fastest-growing eco-friendly materials, known for its cushioning, insulation, pressure resistance, and recyclability. It is reusable and […]

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 MoonClient: Guizhou Sleeping Mountain Moon / Shuike JunfengServices: Offline Baijiu flagship product designTeam: Guyi · Brand Packaging Design DepartmentDesign Scope: Product concept refinement, bottle label design, gift box design, craftsmanship development, prototype production, image renderingNote: 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 visual […]