Under the Osmanthus Tree

Drinking culture has sustained for hundreds of years in China, but it is changing in new consumption era now. More Chinese brands stands out in the highly competitive market.

ZHONGHUA as a Chinese time-honored brand maintained a good reputation, however, it’s old-fashioned packaging can not satisfy the needs of target audience in the new market. Currently, wine industry in China is quite competitive, the industry matrix has not really formed, so ZHONGHUA wants to update the branding and packaging to shine again in the market in the era of rapid development of e-commerce.



ZHONGHUA Osmanthus Wine is targeted at urban women. How to translate the traditional Chinese culture into a new language that loved by young generation women was our core thinking of design. We named this product "Under the Osmanthus Tree" based on our brand strategy. We incorporate natural elements into the bottle label design, with paper carving craftsmanship of China's intangible cultural heritage, and every osmanthus flower is vividly displayed on the bottle label. On the bottom of bottle we designed osmathus-shape too to make it stand out in the women drinking era.