How to craft a story of three Tasmanian friends who had a dream of making “Baijiu” (a traditional Chinese spirit). A strong, aromatic liquid bond shared to strengthen relationships on special occasions from social ones to business banquets.

A major irony is that Baijiu is the world’s no.1 selling spirit, outselling whisky, gin, vodka and brandy combined and yet is largely unknown outside of China. We needed to make it relevant to consumers in Australia and beyond.

Supported by our extensive consumer research in China, we crafted a baijiu brand story that paid homage to Chinese traditions while retaining the specialness of its Australian and Tasmanian provenance.

The name “Sanyou” literally means “three friends”. This worked positively on multiple levels that three friends created Sanyou; the precious relationship between land, water and air is perfected in Sanyou, and the purest ingredients of Tasmanian water, sorghum and Qi (a unique yeast) make this baijiu what it is.

Wanting an authentic brand to honour the authentic baijiu recipe, we worked with a traditional Chinese caligrapher to draw “Sanyou” for the label design and as a brand asset. The map of Tasmania appearing through the bottle and the stunning Waratah flower illustration to capture the Tasmanian connection and roots were completed by other illustrators. Combining the illustrative elements with red and gold as cultural signs of premiumness, together with the Sanyou brand story, resulted in an authentic, premium brand appreciated and loved by baijiu drinkers.

Consumer Research (Group and online) in China. Brand Strategy. Brand Story. Brand Design. Packaging Design. Logo, Custom illustrations. 3D Photography. Print Production and Management.