Logo design came up with the name of the brand "Ziniu Yipin". "Ziniu"means purple bull and "Yipin" means one tasting. Inspiration comes from the scenes of Spanish bullfighting, the image of bull in the bullring are passionate, enthusiastic and never afraid of facing adversity. The other inspiration comes from the evaporation process, when scene of liquid turns into gas inspired me use soft curves instead of hard straight line to draw the bull’s horn.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The logo is designed for a Chinese spirits company whose target customers are 20 to 35 years old adults. In China, most target customers of Chinese spirits are set as middle-aged men, therefore, the logo design style is more serious. Unlike others, the product image of Ziniu Yipin was designed as a bull. It breaks the common image of Chinese spirits brand and shows that the image could be younger and full of vital energy.
OPERATION / FLOW / INTERACTION:
The logo matches the brand name perfectly which it’s easy for customers to remember. The combination of bull’s horn and tail shows the sense of flow of Chinese spirits. In Chinese culture, bull represents honest and reliable which is meet the ideal image of the company. For the colour, gradient ramp was chosen to create the illusion of space to customers. Different colours can be applied on the logo based on the requirement of production operation.
PROJECT DURATION AND LOCATION:
The project started in May 2016 in Tianjin and finished in December 2016 in Tianjin.
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
65 mm x 35 mm x 125 mm
Logo, Alcohol product, Drink, Branding, Product packaging, Advertising, Marketing
In China, most logo design of Chinese spirits are inspired from the place of origin, ingredient like broomcorn, and historical background. The price is relatively high and target customers are set as middle-aged men, therefore, the design style is decorous, serious and has historical feeling. However, unlike those design style, the logo of Ziniu Yipin was designed as an animal—bull. Based on the analysis of target customers, the similarity of 20-35 adults are lilkely to be passionate and full of energy and never afraid of facing adversity. The image of bull represents the spirit appropriately.
The obstacles are how to identify the logo in the first sight as an alcohol brand instead of other industry and how to combine bull and Chinese spirits together. Our solution is to combine bull’s horn and tail to show the sense of flow of Chinese spirits which seems like the evaporation process. Instead of using toneless homochromy, gradient ramp was chosen to balance the visual effect, makes logo more solid.
TEAM MEMBERS (4) :
Designer: Jie Liu, Designer: Yueshi Jin, Product Manager: Si Hu and
Image #1: Design Director Jie Liu, Ziniu Yipin logo, 2016
Image #2: Design Director Jie Liu, Ziniu Yipin logo series, 2016
Image #3: Design Director Jie Liu, Ziniu Yipin packaging , 2016
Image #4: Design Director Jie Liu, Ziniu Yipin packaging, 2016
Image #5: Design Director Jie Liu, Ziniu Yipin spring festival packaging, 2016