创意企划 • 开山先锋白酒• 品牌视觉开发
KAI-SHAN CHINESE SPIRIT New Visual Series， 2019
定位于新中式高端白酒品牌的开山，向我们提出想为旗下3款产品创造视觉故事。
树立新中式先锋白酒品牌辨识度。
Positioning itself as a high-end Chinese spirit brand,
Kaishan asks us to create creative visual stories for three of its products,
in aim to establish brand recognition for the vanguard of the Chinese spirit brand.
七贤酒篇「以酒为墨乘物游心」
The Seven Scholars (Qixian Jiu/7-Year
Spirit)—With Wine as Ink, Let Your Mind Soar Free from the Material Things
该产品线定位处于中端白酒价格带，
消费人群锁定对生活有想象、对白酒有追求的年轻群体。
于是以享受半酣酒趣、不羁纵歌的浪人墨客形象，放大年轻人浪漫与先锋情怀。
喝酒、纵歌。
自然、当然，肆意酣畅。
酒趣妙在半酣时。
消费人群锁定对生活有想象、对白酒有追求的年轻群体。
于是以享受半酣酒趣、不羁纵歌的浪人墨客形象，放大年轻人浪漫与先锋情怀。
喝酒、纵歌。
自然、当然，肆意酣畅。
酒趣妙在半酣时。
The product line is positioned in the
mid-price range,targeting younger consumers who have life
dreams and are drawn to Baijiu (Chinese white spirit).Thus, the images of tipsy free-spirited
scholars are used o magnify young people’s romantic nature
and vanguard spirit.
Drink, sing.
Naturally, inevitably; free and exhilarating.
The fun of drinking is when you get tipsy.
Drink, sing.
Naturally, inevitably; free and exhilarating.
The fun of drinking is when you get tipsy.
九子酒「内心的争战篇」
Jiǔ Zǐ (9-Year Spirit) — The Odyssey
开山酒业的九子酒产品线定位处于次高端的白酒价格带，事业有成且讲究生活品质的新中产阶级为主要消费群体。
我们将重点放在了主角凯旋归来后对自我的审视，以此观照英雄主义的立体层次。
真正的功夫
讲的不是打斗，讲的是内心的争战。
自返而缩，虽千万人，吾往矣！
The product line is positioned in the second highest price range,targeting the more established and successful middle-class consumers who pursue quality of life.
We focus on the self-examination of a hero returning from victory, shining light on the layers of heroism.
True triumph comes not from winning battles, but from conquering inner conflicts.
“If on self-examination, a hero finds that he is upright, he will go forward against thousands and tens of thousands”.
十八般酒「青梅煮酒论英雄篇」
The Eighteen Skills (Shibaban/18-Year
Spirit)—Discussing Heroes with Green Plums and Warm Wine
「十八般酒」是开山高端白酒价格带的抗鼎之作。
因此将此设定为「智者论道」与刘备曹操「青梅煮酒论英雄」的故事场景中。酒逢知己而棋逢对手的寓意，为品牌的先锋中式定位埋下耐人寻味的隐喻。
天下英雄，使君与操耳。
这个世界上，最懂你的人，其实是你的敌人。
“The Eighteen Skills” is the premium flagship product of Kaishan.
The proposed story expresses the idea of “Discussing the Great Way with the Wise” and illustrates the scene of “Discussing Heroes while Warming up Wine” in Romance of Three Kingdoms. This implied meaning of meeting one’s match also presents an intriguing metaphor of Kaishan’s vanguard brand positioning.
“The only heroes in the world are you and I.”
In this world, the person who knows you the best is actually your enemy.
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