In packaging design, sometimes it’s all about the details. Wind Flower Snow Moon is a perfect example of how details in packaging can transport you to a time or place, and in this case, the place is the heart of the Yunnan province in Southwest China. We spoke with John Hughes, Creative Director at Design Bridge Singapore about how their design has captured the landscapes and heritage of Yunnan.
John Hughes: Wind Flower Snow Moon is a premium, regional beer brewed and sold in the heart of the Yunnan province in southwest China. The brand was being repositioned as “The taste of Yunnan”, mainly to target domestic and international tourists, but the client felt that the original bottle label design, which was strongly Chinese typography-led, did not reflect this new positioning.
Working closely with members of our team familiar with the region, we came up with our creative idea, which is all about encapsulating the poetic Chinese idiom of the brand’s name – which describes the romantic natural landscape and culture in Yunnan, but also has a double meaning of a Casanova’s love for women – into a visual form.
