First of all, we determined “calmness” as a key word of the product. Those consumers who are enthusiastic about liquor but not addicted to it must have very strong self-discipline. Most of them take a calm working style to tackle with things in their life. With these thoughts, we chose cool colors for the product. Hence, the finished product is made with a hue between blue and green.
We also designed an irregular bottle for the product to make the container look like flowing water. To enhance the visual effect, we carved leaves on the bottle, just like that the leaves are floating on water. The design is the metaphor of a Chinese idiom, “gone with the wave (随波逐流)”, meaning following the mainstream. However, we added an irregular label, with the image of a thinker on the top, to the middle of the bottle. Through the contrast between the image of a thinker and the metaphor of “gone with the wave”, the idea we are trying to deliver is that “no matter how the outside world is changing, it will not affect my inner world. My inner peace remains the same even when the outside world is unimaginably disturbing.” With this, we believe that we have finished the entire visualization process of the abstract concept He Gan.