品牌持有：浙江 古越龙山 绍兴酒股份有限公司
服务内容：取名、品牌包装设计、容器开发
遇义团队成员
原创设计：陈 义文 郭 子明 姚 苏恒
艺术指导：张 帆 陈 青琅
视觉表现：董 天 刘 思葭 干 丁哲
工业设计：陈 义文 翟 羽佳
项目推广：吕 宇星
奖项荣誉
中国 KTK靳埭强设计奖
中国 CGDA2020 平⾯设计学院奖
意大利 Silver A' Design Award (2020-2021)
德国 红点设计奖主办 CGD当代好设计奖
亚洲 アジア中⽇デザイン招待展
伦敦 LICC Award 伦敦国际创意设计奖
在设计上，我们从湖水、糯米、时节、冰晶四大元素中提炼出古越龙山黄酒的“魂”。这些元素不仅代表了黄酒的自然属性，更与中国坚守时序的精神紧密相连。此外，以现代化、国际化的设计取代了传统的酒坛子和书法字，为黄酒注入时尚气息和新活力，将黄酒提升到新的高度。信息陈列区域的元素点缀，采用中央酒库盖戳的设计，将传统与现代、视觉与味觉巧妙结合，使每一瓶黄酒都成为文化的载体，传递出历史的厚重与时尚的轻盈。古越龙山实现了传统与现代、东方与西方的完美融合，使黄酒焕发出年轻、时尚、充满活力的全新形象。黄酒已不再是过去的记忆，而是新时代的文化符号，等待着被更多人发现和品味。
Yellow wine, one of China’s most ancient alcoholic beverages, has long carried the weight of history and the charm of tradition. Once regarded as a drink reserved for specific regions or particular groups of people, those boundaries are gradually fading with the evolution of modern culture and consumer habits.
Youxue belongs to the Xiangxue category, one of the four main types of yellow wine. Its name is inspired by the winter-brewing ceremony of yellow wine held at the beginning of winter, evoking the image of the season’s first snowfall—pure and immaculate—while also reflecting the wine’s natural color, achieved without the addition of caramel coloring.With youthful packaging and modern promotional approaches, Youxue Yellow Wine conveys a feeling that is distinctly different from traditional perceptions, appealing to a younger generation.In its design, we distilled the “spirit” of Guyuelongshan yellow wine from four core elements: lake water, glutinous rice, the changing seasons, and ice crystals. These elements not only represent the natural characteristics of yellow wine, but are also deeply connected to the Chinese ethos of honoring seasonal rhythms.
At the same time, modern and international design language replaces traditional wine jars and calligraphic typography, infusing yellow wine with fashion and renewed vitality, and elevating it to a new level. Decorative details in the information display area draw from the stamp design of the central wine cellar, artfully blending tradition with modernity, and vision with taste, so that every bottle becomes a cultural vessel—conveying both the depth of history and the lightness of contemporary style.
Guyuelongshan has achieved a seamless fusion of tradition and modernity, East and West, giving yellow wine a fresh new identity that is youthful, stylish, and full of energy. Yellow wine is no longer merely a memory of the past, but a cultural symbol of a new era, waiting to be discovered and appreciated by more people.
