For a long time, the liquor industry follows the traditional way of advertising—simple and direct pictures on TV predominantly, then the terminals, and the advertisements in paper-based media usually focus on sales itself only, which is disappointing to professional designers.
The Lai's, the precursor of Maotai, has weathered the times since 1949. The focus of the project is how to extract its new value from the old stories and enable consumers to accept and love it.

The senior designer, a longtime drinker as well, has injected his affection with delicate brushwork to illustrate the liquor production process through the four seasons - In Grain Rain of spring sorghum is planted, in Tuen Ng of summer yeast is made, in Chung Yeung of autumn the red grain and yeast are blended together, and in winter the mix is cellared for ferment. Such production philosophy on times and seasons has been passed down by the Chinese for more than one hundred years, eating only at a suitable time and producing at a suitable season.
Simple yet refined illustrations and descriptions reflect the changing times, and deliver the enjoyable taste of the spirit.

This design is an objection against the mediocre liquor advertisements with trite styles and production techniques. It provides a main screen solution for casting a new brand, and will be applied in a wide range of media, such as packing, brochure, DM leaflets, road signs and web pages.