Event Background
Junpin culture is the soul of Xijiu and an important spiritual pillar that enables Xijiu to stand in the liquor industry with a posture of benevolence and elegance. For a long time, Junpin culture and Xijiu have served as each other's carrier, one as form and one as soul, deeply rooted in users' minds.
Core Information
In 2020, Towin hoped that through visual communication, more junzi would become Xijiu fans, more junzi of different types would come into contact with Xijiu, more junzi's lives would become inseparable from Xijiu, and Xijiu would resonate inwardly with more junzi. To this end, Towin designed Xijiu's full-year annual communication design plan under the theme "Xi Yi Cheng Su, the Beauty of Junpin," allowing Xijiu to enter junzi's lives with the bearing of a junzi.
For different Xijiu categories, we designed different posters and endowed them with different meanings. For example, for Xijiu Jiaocang, we used a wine cellar as the background, using the form of the cellar to convey the charm of Jiaocang; for Jinzuan Xijiu, a golden gate served as the background, allowing the beauty of life to be experienced by junzi through imagery.
We turned the work of brewers into illustrations and integrated them into real-scene posters featuring solar terms, so that every junzi can understand that every drop of Xijiu's fine liquor is a gift of the seasons and solar terms.
Scenes from daily life are replicated in the posters, and Xijiu is integrated with life, making Xijiu a lifestyle habit.
The Xijiu bottle and logo are integrated into trending visuals, witnessing every classic moment.
Combining Xijiu's achievements and honors, with red for celebration and gold for glory, we created an honor chapter for Xijiu.
At the Chinese New Year, fireworks are pieced together into zodiac animal patterns to heighten the festive joy, paired with pun-based copy to make Xijiu more deeply rooted in people's minds.
The Xijiu bottle is turned into the background, with the bottle as the source and tradition as the style, creating a zodiac IP for Xijiu.
The ancients are within the bottle, surrounded by lines of poetry on all sides, creating a dialogue between past and present, with poetry and wine facing each other.
Colored ink depicts scenes of life in past and present to enhance junzi's sense of immersion; with poetry as the name, it conveys the Junpin life.
The background uses imagery with a sense of time, then integrates wine elements, paired with inspirational passionate quotes, to drink down encouraging words and aspirations in one cup.
The mountains and rivers of the motherland are turned into lines, presenting Xijiu's long development history and its path of rise through the long river of history.
Ripples of water spread ring after ring, circling out Xijiu's mellow fragrance.
The Xijiu bottle is deconstructed, connecting each step of brewing with the bottle and condensing it into the twelve shichen.
Invite more junzi to participate in and learn about Xijiu, and in combination with special festivals or themes, better convey Xijiu's corporate culture and expand social influence.
The promotional brochure Towin designed for Xijiu has a black cover that is both premium and mysterious; the cutout reveals the Xijiu logo on the inner page, and the inner page also features a gold-foil panoramic view of the Xijiu factory, creating a surprise. The body content introduces Xijiu the company and its products; the overall design is simple and elegant, just like the junzi culture Xijiu wants to convey.
Create a shopping moment exclusively for Xijiu on e-commerce platforms.
Combining online and offline channels and festive hot topics, Xijiu is integrated into people's daily lives so that Xijiu can be seen in every festival, striving to cover the full-media visual field and, through visual appeal, grow the "Xijiu fans."
Related Services
Towin Expo provides one-stop services including exhibition design, booth construction, showroom space, on-site delivery at exhibitions, and brand display. In this case, Towin supported Xijiu's brand communication through brand visual design, promotional brochure design, e-commerce page design, and more.
Industry Observation
The baijiu industry is highly competitive, and brand culture has become the key to differentiated competition. Integrating brand culture into consumers' lives through visual communication is an effective means of enhancing brand awareness and loyalty. With "Junpin culture" at its core, Towin created a full-year communication plan for Xijiu covering online and offline full-media fields, providing a reference case for brand building in baijiu enterprises.
Content Summary
Towin designed an annual communication plan for Xijiu under the theme "Xi Yi Cheng Su, the Beauty of Junpin," integrating Junpin culture into consumers' lives through a series of posters, brochures, e-commerce pages, and other visual designs, covering full-media fields and supporting Xijiu's brand communication.