Dr. Loosen is a German winery with 200 years of history, its agent in China needs graphic designs for seasonal sales and promoting materials, which include Chinese New Year limited labels, visual merchandise design, and package design. This project is still ongoing, the packaging shown here is just finished for their upcoming sales in September. There were three concepts in total had been developed, at the very beginning the brand wanted the visual to be pop, flashy, and appealing to young generations, which led to the first design. However along with the process, they had decided they wanted something for more general purposes, and showcasing the brand essence, so the art direction went more and more elegant and minimalistic. But the theme of the illustrations was all the same, the winery's star product Riesling wine is very fruity and refreshing, it is easy to accept for anyone without much experience with wine, which made it popular among the young generation, so the theme of the illustration is always fruity. The last design was adopted by the client.

I think this project made me realise how important a good brief is, it needs to be clear what's the main purpose of the sales, and its target customers. Another issue with this brand is it doesn't have a brand book, there weren't many previous materials for references, no guidelines for colour or font usage. I had zero sources to learn about this brand. I had to initiate many conversations with the employee from the brand, digging up previous examples, and even discussing about the brand's philosophy and stories. In the end, it went well, all the people from the brand liked the design and think it represent the brand image in their minds. I also participated in the printing process, discussing with the print supplier directly to help with the packaging being produced.