Xiao Hu Tu Xian · Rui Oriental Rui Ban Immersive Tasting Event Full Planning

Project Overview

Xiao Hu Tu Xian · Rui brand launched in 2020, establishing a certain market foundation and recognition. With the comprehensive brand upgrade in 2021, the new Chinese new-wave strong-flavor liquor cultural feast—Oriental Rui Ban—was introduced.

Oriental Rui Ban upholds the philosophy of 'One City, One Banquet: Know Your Friends, Taste, and Life,' focusing on the city's clothing, food, housing, and transportation, creating an immersive limited tasting event that subverts traditional baijiu tasting experiences. It embodies the brand's high-end positioning differentiation, signaling strategic upgrade signals for product layout and enhancing brand perception and experience.

Tuoyuan completed the project from winning the bid to event execution in just 30 days, crafting a distinctive Oriental Rui Ban that truly achieved 'One City, One Banquet: Know Your Friends, Taste, and Life.' The full design plan was completed in 10 days, with 3 rounds of revisions, 300+ design files, 17 promotional videos, and 17 communication copy pieces. Behind this high efficiency was the collaborative effort of 1 lead 3D designer, 1 lead graphic designer, 1 senior 3D designer, 2 graphic designers, and 50+ on-site project staff.

Event Key Visual

For this event, Tuoyuan designed a calligraphy brush font icon, reflecting Xiao Hu Tu Xian · Rui's profound Eastern philosophy, cutting-edge yet extraordinary brand traits.

Venue Recommendation

Based on the Rui brand philosophy, Tuoyuan recommended the Pan Pacific Suzhou, located in the heart of Suzhou's ancient city, surrounded by bustling commercial areas and historical cultural relics. Seamlessly connected to the World Cultural Heritage Grand Canal heritage site and the national 4A-level Panmen Scenic Area, the private banquet was held atop a world cultural heritage site! The venue's inherent topicality boosted event buzz and dissemination.

Pre-Event Promotion

From sending a specially designed 'invitation,' to the Rui Ban butler sending warm text messages, to hotel welcome cards, Tuoyuan planned a series of services to ensure guests enjoyed a尊崇 service experience.

In Suzhou, a city with 2,500 years of history, a light-and-shadow magic flash mob ignited Suzhou's landmarks, engaging in dialogue with the city. Using light as a brush, it painted a dazzling new landscape, interpreting new-style Eastern aesthetics through light-and-shadow magic, and presenting a modern artistic conception of the new Jiangnan. Through dialogue with a diverse, innovative, and inclusive city, it conveyed Xiao Hu Tu Xian · Rui's Eastern philosophy, cutting-edge yet extraordinary brand connotation.

Tuoyuan's copywriting team crafted pre-event press releases based on the Rui brand strategy and published them on 17 mainstream industry media platforms, generating momentum and sparking attention.

Following the groundwork, Xiao Hu Tu Xian · Rui's 'Oriental Rui Ban' had already attracted attention from within and outside the industry. As the culminating event, 'Oriental Rui Ban' was meticulously prepared, awaiting the tasting of 36 selected new-wave elites. As the countdown began, Tuoyuan launched pre-event flash videos and teaser posters that flooded social media feeds.

Venue Design

For the venue design, Tuoyuan's design team adhered to the philosophy of 'less is more,' simplifying the stage and ambiance decor. The on-site execution achieved over 90% fidelity to the design drafts, conveying Rui brand's clean, concise, clearly marked, and organized high-end image. The final design result was the best testament to the 300+ design files, with every detail meticulously refined, polished, and tested from the surface to the core.

Resource Integration

Tuoyuan's project team invited Xu Hua, an inheritor of the rock-color enamel intangible cultural heritage craft, to create on-site. Combining traditional cloisonné enamel and rock-color enamel innovation, she created four original works on Xiao Hu Tu Xian · Rui bottles, including 'Rui Sees the Divine Deer' and 'Rui Sees the Flying Immortal.' Through the fusion of intangible heritage craftsmanship and European artistic styles, guests could appreciate new-style Eastern aesthetics up close while perceiving Rui brand's spirit of 'seeing the extraordinary and exploring endlessly.'

A renowned calligrapher was invited to write inscriptions on Shengfeng Suzhou fans, which served as guest gifts, at the event's outdoor area.

Detail Penetration

Additionally, Tuoyuan's project team fully utilized personalized, limited-edition gifts, updating the concept of souvenirs. Guests crafted their own custom-blended liquor, received calligraphy-inscribed intangible heritage Shengfeng Suzhou fans, and exclusive carved stone seals, all imbued with a sense of尊享 ritual, permeating the Rui brand connotation and the event's exclusive customization, strengthening brand perception and mindshare.

Event Execution

From confirming production orders to equipment and materials arriving on-site took just 5 days. The production factory worked 24/7 to craft the materials, achieving high-fidelity reproduction of the design drafts. On the event day, an exclusive private gathering for elite circles featured an immersive starry-sky decor, instantly transporting guests to a height where stars seemed within reach, greatly enhancing intimate interaction between the brand and clients.

Event Summary

For long-tail dissemination, Tuoyuan produced press releases and leveraged third-party perspectives from 16 influential media outlets, including People's Daily Online and Phoenix Net, to revisit key moments of Xiao Hu Tu Xian · Rui's 'Oriental Rui Ban,' reinforcing brand messaging.

We also linked with industry-leading media such as Weijiu to publish WeChat headline articles, boosting event heat and reach, and enhancing brand awareness and market influence.

We edited highlight videos of the Oriental Rui Ban, submitting 3 event summary videos during the long-tail period, tailored for different platforms, to comprehensively and multi-dimensionally showcase event highlights, achieving efficient dissemination and ensuring the event's lasting legacy.

Conclusion

In this Oriental Rui Ban project, the upgraded brand positioning communication, baijiu culture IP branding, and event visual design became more fashionable, youthful, customized, and featured brand-specific visual memory traits, communicating the brand strategy's comprehensive upgrade. Tuoyuan received high recognition from the client and the market. The event had excellent distinctiveness and provided strong support for the strategic upgrade of Xiao Hu Tu Xian · Rui's product layout.