Label Reflects Liqueur's Unique Origin Story

This label uses topographical map imagery to represent the unique terraced fields specific to the region that grows the raw materials that go into the liqueur.

Label for Yunjiang, a private label liqueur manufactured by Shanghai Yun Jiang Biotechnology.
Label for Yunjiang, a private label liqueur manufactured by Shanghai Yun Jiang Biotechnology.

Yunjiang, a private label liqueur manufactured by Shanghai Yun Jiang Biotechnology, Co., Ltd., approached RR Donnelley (RRD) in 2018 with a need for a label that reflected the unique traits of the first ginger fermented liqueur in the China market. Every aspect of the new label has significance to the origin of the beverage.

Most notable from a distance, the topographical map imagery represents the unique terraced fields that are specific to the geographic landscape of Luoping, Yunnan, the province of China where the raw materials for the liqueur are sourced. The elegant black and gold color scheme symbolizes the raw materials used in the drink, with the black matte background symbolizing the Earth and soil, and the gold curves represent the high quality of the ginger. Finally, the classic Chinese vertical characters speak to the traditional origins of the product.

“We engaged RRD because we needed a label that accurately reflected the quality and uniqueness of our product,” says Lisa Wang, Marketing Manager, Yun Jiang. “From day one, we knew that RRD was the right company for the job as they dove headfirst into researching our beverage and how and where it was produced. The depth of the research and expertise shows in the final product and we’re honored to see it recognized by the Pentawards.”

The label design was submitted for the Pentawards, a global competition—now in its 12th year—conducted by the leading network dedicated to sharing and bringing exposure to global packaging design. In 2018, the Pentawards saw 2,400 entries from 54 countries in the Beverages Category alone. This submission is one of fewer than 200 companies to be shortlisted for the awards.

“When we were tasked with designing a new label for Yunjiang, we saw an opportunity to integrate the unique aspects of the culture and region the product is from,” says John Pecaric, President, RRD Business Services. “Our team carefully researched the history of the province and the materials used in the beverage in order to create a design that showcased the product. We’re thrilled to see our work recognized by the prestigious Pentawards.”

The Pentawards recognizes global excellence in packaging design through its annual competition. The annual Pentawards Gala Ceremony will take place in London in September. The winners will be announced as part of a two-day conference that will bring the best of the global packaging design community together.

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