中国拥有着几百年的酒文化，在如今的新消费时代下，越来越多的年轻人对社交性酒精饮品的需求不断激增，我们也能看到更多中国制造的品牌在竞争激烈的市场中脱颖而出。中华牌酒作为有着百年的历史的老字号企业，一直拥有着良好的口碑，但因原来的包装设计过于传统，已经无法满足当下新消费市场的需求。针对现在新消费市场的需求，客户想要改变原本过于传统的品牌形象，增加一款适合都市年轻女性的微醺酒。
在当下多元化的酒饮市场中，新一代年轻人正展现出对个性化、轻社交以及“微醺”体验的强烈追求。这种趋势不仅反映了他们对生活品质的向往，也体现了他们对独特社交体验的渴望。通过深入调研，我们敏锐地捕捉到了都市女性在微醺场景下的独特需求。
中华牌酒，作为中国酒类市场知名品牌，拥有深厚的历史底蕴和丰富的文化内涵。其历史基因不仅承载着中国酒文化的精髓，更是一种文化传承的象征。基于这一独特优势，我们希望设计一款酒包装，既能传承中华文化的深厚底蕴，又能完美契合年轻人的社交需求和个性化追求。通过创新设计，我们将赋予中华牌酒全新的活力，使其在年轻化的社交场景中焕发出别样的光彩。
如何用年轻化的语言诠释中国文化，让其被现代年轻人接受和欣赏，是我们设计团队始终思考和追求的核心命题。经过对品牌文化的深度挖掘与重新梳理，我们为这款产品赋予了富有诗意的名字——“桂花树下”。
瓶贴的形状汲取了自然界中桂花树掉落树皮的天然轮廓，质朴而独特。瓶贴上的桂花元素则巧妙融合了中国传统非物质文化遗产——纸雕工艺，将古老的民间手工艺与现代设计理念无缝衔接，展现出传统与现代的完美融合。每一片花瓣、每一朵桂花都被精心雕琢，栩栩如生地呈现在瓶标之上，打造出独特的异型立体瓶身效果。不仅如此，瓶底也雕刻出一朵桂花的形态，与琥珀色的瓶身相得益彰，展现出一种温润而雅致的美感。

China has a wine culture for hundreds of years. In today's new consumption era, more and more young people's demand for social alcoholic drinks is increasing. We can also see more Chinese-made brands in the fierce competition. Stand out in the market. As a time-honored enterprise with a history of 100 years, Zhonghua brand liquor has always had a good reputation. However, because the original packaging design is too traditional, it can not meet the needs of the new consumer market. In response to the needs of the new consumer market, customers want to change the original too traditional brand image and add a tipsy wine suitable for young urban women.
In the current diversified wine and beverage market, a new generation of young people are showing a strong pursuit of personalization, light social interaction and "tipsy" experience. This trend reflects not only their yearning for quality of life, but also their desire for unique social experiences. Through in-depth research, we have keenly captured the unique needs of urban women in the tipsy scene.
Zhonghua liquor, as a well-known brand in Chinese liquor market, has profound historical background and rich cultural connotation. Its historical genes not only carry the essence of Chinese wine culture, but also a symbol of cultural heritage. Based on this unique advantage, we hope to design a wine packaging, which can not only inherit the profound heritage of Chinese culture, but also perfectly meet the social needs and personalized pursuit of young people. Through innovative design, we will give Zhonghua brand wine a new vitality and make it shine in the young social scene.
How to interpret Chinese culture with younger language and make it accepted and appreciated by modern young people is the core proposition that our design team has always been thinking and pursuing. After the deep excavation and re combing of the brand culture, we have given this product a poetic name-"under the osmanthus tree".
The shape of the bottle sticker draws on the natural outline of the falling bark of the osmanthus tree in nature, which is rustic and unique. The osmanthus element on the bottle sticker skillfully integrates the traditional Chinese intangible cultural heritage-paper carving technology, seamlessly connects the ancient folk handicrafts with modern design concepts, showing the perfect integration of tradition and modernity. Each petal and each sweet-scented osmanthus are carefully carved and vividly presented on the bottle logo, creating a unique special-shaped three-dimensional bottle effect. Not only that, the bottom of the bottle is also carved into the shape of an osmanthus flower, which complements the amber bottle body, showing a warm and elegant beauty.

“桂花树下”通过瓶贴的巧妙融合了中国传统非遗工艺——纸雕工艺，将桂花元素以立体、异型的形式呈现于瓶标上。这种设计不仅展现了中国传统民间手工艺的精湛技艺，还通过现代设计理念使其焕发出新的活力。体现了中国文化中对自然与艺术的崇尚。
“桂花树下”的设计灵感来源于自然，瓶贴的形状汲取了桂花树掉落树皮的天然轮廓，体现了对自然环境的尊重和融入。这种设计不仅美观，还传递出一种亲近自然、可持续发展的理念，符合现代消费者对环保的关注。通过创新设计，将传统中国文化与现代市场需求相结合，展现了中国酒文化在新时代的演变。这种融合不仅让传统文化在现代语境中焕发出新的活力，还通过产品设计传递了中国酒文化的核心价值，使其在年轻化的社交场景中更具吸引力。

"Under the Osmanthus Tree" skillfully integrates the traditional Chinese non-heritage craft-paper carving craft through the bottle sticker, presenting the osmanthus element on the bottle sticker in a three-dimensional and special form. This design not only shows the exquisite skills of traditional Chinese folk handicrafts, but also makes it glow with new vitality through modern design concepts. It reflects the reverence for nature and art in Chinese culture.
The design of "Under the Osmanthus Tree" is inspired by nature. The shape of the bottle sticker draws on the natural outline of the falling bark of the Osmanthus tree, reflecting the respect and integration of the natural environment. This design is not only beautiful, but also conveys a concept of close to nature and sustainable development, which is in line with modern consumers' attention to environmental protection. Through innovative design, combining traditional Chinese culture with modern market demand, it shows the evolution of Chinese wine culture in the new era. This integration not only makes the traditional culture coruscate new vitality in the modern context, but also conveys the core value of Chinese wine culture through product design, making it more attractive in the young social scene.

gdp及第是成立于2014年的专业品牌咨询机构，10年专注品牌升级；以商业洞察力与品牌发展策略为切入点，以创意为核心整体透视解析品牌困惑，解决体验传播中的各个接触点。

gdp is a professional brand consulting agency established in 2014, which has focused on brand upgrading for 10 years. Taking business insight and brand development strategy as the breakthrough point, taking creativity as the core overall perspective to analyze brand confusion and solve various contact points in experience communication.