Diageo: Shui Jing Fang - Shanghai Airport Out-of-Store Pillar

Man! It's been a while, I finally managed to find time to upload my 2012 works in my blog. First one will be from Diageo: Shui Jing Fang, a Chinese white spirit & my first alcoholic brand~

A little background about the Brand itself, Shui Jing Fang designs are inspired by the styles of New China, where authenticity meets modernity; classical meets contemporary. The Brand is supported by the brand's signature motifs: the hexagon and gingko symbols.

Thanks to my ACD, the project went on smoothly with her experience & guidance.

Our task: To develop a premium and inspiring SJF merchandising materials that drive up brand recognition & sales in Beijing & Shanghai airport duty free shops.

Target: Mid 30-45 Asian (mostly from PRC), Businessmen that will usually buy recognizable gifts for their business partners or government officials; as an action of respect & giving face, and Baijiu is usually a top choice for them.

Objective: Thus, SJF need to drive up its Brand Heritage, Essence & Awards to con vie & prove to shoppers that the Brand is a reputable & respected Baijiu Brand.

Shanghai Airport: Out-of-Store Pillar

Design concept - Leverage on hexagon-shape (the iconic identity of SJF) & 'Open-design' concept for majestic grandeur of SJF legacy.