Case Study / Sanyou / Brand Creation

Combining cultures to create an authentic Tasmanian baijiu brand.


The problem to solve.

After several research trips to China, three Tasmanian friends dreamed of making an authentic 'Baijiu' (a traditional Chinese spirit) to capture Chinese tradition and culture with Tasmanian ingredients and place.


Like the baijiu, this new brand needed to harmoniously bring together two cultures while being an unmistakenly authentic baijiu that attracts existing baijiu drinkers and excites new ones to try.


Baijiu is a strong, aromatic liquid 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, yet it is largely unknown outside of China. We needed to make it relevant to consumers in Australia and beyond.


How our Brand Story method unlocked the brand potential.

With an informed approach to brand building, we started with extensive face-to-face and online consumer research in China to identify various aspects, including market and category opportunities.


Combining the research, founders' story, and consumer needs, we crafted the Sanyou Brand Story to pay homage to Chinese traditions while retaining the specialness of its Tasmanian provenance and ingredients.


The Sanyou Brand Story set the foundation and direction for the naming and new brand design.


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 commissioned a traditional Chinese caligrapher to draw “Sanyou” for the label design and as a key 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, resulting in an authentic, premium brand appreciated and loved by baijiu drinkers worldwide.


Deliverables.

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










What the client said.

“Baijiu is all about friendship and strengthening bonds. We are thrilled that the product is not only used that way but our branding elements tell this story in a unique way empathetic to both cultures. We hope that bonds between people can be strengthened wherever Sanyou is enjoyed.”

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Australia