Traditional single-vineyard, dry grown, unfiltered wines from the Yarra Valley. The brand direction for Chuan Wines was to fuse the increasing multiculturalism in Asia and the growing interest in imported wines from Australia, whilst still retaining the heritage of the Chinese winemaker. 

The Chuan Wines concept for the packaging design was to use Chinese calligraphy and the zodiac animals for each year for the different blends.

In my preferred concept, the style was heavily based around Chinese paintings and the water colour brush stroke technique that they are famous for, using this style for all the elements logo, animal and typography. 

With the focus however on exporting to Hong Kong, China, Singapore, Taiwan, and wanting to differentiate the designs from theses markets, my alternate creative showed a more modern execution for both the brand and animal illustrations.

The use of sharp and clean vectorised lines with hints of the painted texture, made the illustrations appear more westernised, whilst keeping the calligraphy in the Chinese character, which enabled both elements to shine, and made if more obvious that the wine was from a western country.