��1573�����������������������Concept development R1 2009�5�31��31 May 2009 © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 2 ������Our team Andy Keene Creative Director �����Jason Kwong Client Services Director �����Kevan Wong Senior Designer ������Karen Yin Brand Consultant ����������© 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 3 ��������The meeting goal �����������������������Choose 1-2 concepts to do refinement © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 4 �����Agenda ���������������������������������������������������������������������������•�Brief Recap / Audit�•�Design Presentation�•�Discussion and Next Steps © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 5 �����Project overview 1 2 3 �������������������������������������������������������© 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 6 �����Project status 1 2 3 ��������������������������������������������������������������������������������������Brief recap and audit�© 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 8 ��1573��National Cellar 1573�Customize series (>¥20,000/bottle) Master series ¥1,000- >¥10,000/bottle (we need to design) Classical series (¥600- ¥4,000/bottle) Gi� Series (¥600- ¥800/bottle) Customize series - Third Customize series - Fourth Customize series - Top Customize series - Second Classical series - 55 degree Classical series - 60 degree Gi� series - Crystal packaging © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 9 �����Our design objective and consideration �������������������������������������������������������������������������������������������������������������������������•�To create premium packaging •�Improve the NC 1573’s brand image to be the “World Class Luxury Brand” •�Should be unique and different with other products, especially with classical series products •�Express the character of master, from the shape to color. Need to deliver the flavor and personality of master, such as solid, massive, low-pitched, discipline, great authority, etc. •�The package design style should be consistent between master product and expert product •�Can’t use the signature of a master as design element © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 10 �������Main Competitors © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 11 ������Wu liang ye © 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 12 �����Jian Nan Chun�© 2009 Landor Associates Luzhou Laojiao 31 May 09 Page 13 ����Moutai�© 2009...
