创意说明

在强调个体意识的语境下，将张裕的百年工艺积淀转译为关于“在路上”的精神表达。命名从传统的功成语境转向对过程感的确认，使产品从社交工具演变为关于成长与探索的心理投射。核心逻辑在于瓶型语言的彻底重构。设计舍弃了白兰地品类常见的圆润曲线，转而采用棱角分明的几何切割结构。这些线条既是多向延伸的路径隐喻，也象征着行走者的肩膀与担当；类似钻石切面的处理则赋予了形体坚韧的价值感。容器不再仅仅是液体承载物，而是当代行走状态的物化载体。

视觉系统同步延续这一克制力量。利用深蓝与金色的经典配比建立品牌根基，酒标中融入等高线与地图纹理，将工艺时间与地理探索深度耦合。整体设计有意弱化外向的社交属性，转向东方语境下的内省与节奏感。这不仅是品类的视觉更迭，更是通过设计手段在传承与当下之间建立连接，让产品成为关于行走与自我确认的精神符号。

Translating Changyu’s heritage into a contemporary spiritual expression. The naming "On the Way" shifts the focus from traditional achievement to the internal process of self-discovery. This concept is materialized through a radical reconstruction of the bottle: replacing conventional curves with sharp, geometric facets that symbolize both the paths chosen and the strength required for the journey.

The visual system reinforces this restrained power using map textures and contour lines as metaphors for exploration. By de-emphasizing external social status and leaning toward an introspective Eastern aesthetic, the design transforms the product into a vessel for modern identity—a physical manifestation of walking and being on the way.

创作信息

作品名称：张裕可雅·途人白兰地 品牌持有：烟台张裕集团有限公司

遇义团队成员

原创设计：陈义文 视觉表现：董天 花椒的Alex 运营推广：吕宇星 王钰