Xijiu Annual Communication Design Case: Tuoyuan Xinsi Media

In 2020, Tuoyuan aimed to use visual communication to turn more gentlemen into Xijiu fans, introduce Xijiu to diverse gentlemen, integrate Xijiu into their lives, and foster inner resonance. To this end, Tuoyuan designed Xijiu's annual communication plan under the theme 'Habitual Elegance, the Beauty of Junzi Culture,' allowing Xijiu to enter gentlemen's lives with the poise of a true gentleman.

For different Xijiu product lines, we designed distinct posters, each with its own meaning. For example, for Xijiu Cellar Reserve, we used the wine cellar as a backdrop, conveying the essence of aging through its imagery; for Golden Diamond Xijiu, a golden gate serves as the background, allowing gentlemen to savor the beauty of life through symbolism.

We turned illustrations of brewers at work into posters set against real seasonal scenes, so every gentleman can appreciate that each drop of Xijiu is a gift of the seasons.

By recreating everyday scenes in posters and blending Xijiu into life, we aim to make Xijiu a lifestyle habit.

We integrated Xijiu's bottle and logo into trending visuals, witnessing every classic moment.

Drawing on Xijiu's achievements and honors, we used red for celebration and gold for glory, crafting a chapter of honor for Xijiu.

During the New Year, we used fireworks to form zodiac patterns, enhancing the festive joy, paired with pun-filled copy to make Xijiu more memorable.

Using the bottle as a backdrop, with the bottle as the source and tradition as the style, we created zodiac IPs for Xijiu.

Ancient figures appear within the bottle, surrounded by verses, creating a dialogue between past and present, where poetry and wine meet.

Using colorful ink to depict scenes of life past and present, we enhance gentlemen's immersion; with poetry as a guide, we convey the Junzi lifestyle.

We chose backgrounds with a sense of time, blended in wine elements, and paired them with inspiring quotes, toasting to words of encouragement in one gulp.

We transformed the nation's landscapes into lines, illustrating Xijiu's long history and its rise through the river of time.

Ripples spread in circles, each ring echoing the mellow aroma of Xijiu.

The bottle is deconstructed, with each brewing step linked to it, condensed into the twelve double-hours.

We invite more gentlemen to learn about Xijiu, leveraging special festivals or themes to better convey Xijiu's corporate culture and expand its social influence.

The promotional brochure Tuoyuan designed for Xijiu features a sophisticated and mysterious black cover, with a cutout revealing the Xijiu logo on the inner page, and a gold-foiled panoramic view of the Xijiu factory inside, offering a delightful surprise. The main content introduces the company and its products, with a simple and elegant design that mirrors the Junzi culture Xijiu aims to convey.

Creating exclusive shopping moments for Xijiu on e-commerce platforms.