MOUTAI
In this project, I try to give Moutai a refreshed look. Moutai is the “National Liquor” of China. As the new generation gets older, it has the opportunity to improve the brand identity of the younger generation.
Spirite Bottle and Package
Package and Brand Refresh
Spring 2021
BRAND FOCUS
Brew a high-quality Life.
CHALLENGE
Moutai is really famous and prestigious. Not only in China but also in the world. But nowadays, the people who know the meaning of this brand and drink it regularly are getting old, while the new young people know its reputation, but few of them try it. Because of this new generation growing we need to create a unique change for this brand, makes it alive and it has always been an indefensible position in the hearts of young people.
SOLUTION
Mautai is the model of the Chinese liquor Industry. It’s established an unshakable position in the hearts of the Chinese people. In their mind, it is mainly for older people to drink. Very few young people will try it. This is an opportunity to cultivate a new group of buyers, create a new image in the minds of these young people to break the stereotypes of the brand, and preserve its historical heritage.
LOGO EVOLUTION
BEFORE
AFTER
BEFORE
AFTER
POSTER
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