白骨精 (white demon)
白骨精 (baigujing): Liquor Bottle Design
Bai Jiu, which literally translates to "white liquor", is a powerful alcohol that is traditional in Chinese culture. Historians say that tradition of making Baijiu may be as much as 7,000 years old.
Baijiu is considered China's national alcohol, and is frequently present at special occasions such as birthdays, weddings, business meetings, and banquets. Typically, Baijiu is served warm or around room temperature and is poured from a ceramic bottle into small shot glasses.
As with wine, it is possible to by cheap, mid-range, or expensive bottle of Baijiu. A low grad bottle of Baijiu may be purchased for several dollars; in contrast, a very high end bottle may sell for an excess of $3,000.
Baijiu typically contains between 40 and 60 percent ethanol alcohol.
New generation of Mainland Chinese drinkers
The new generation of 20-30 somethings in China tend to be fairly educated, visually literate yet disconnected from tradition, and extremely design savvy. They are also put off by the humble packaging of many current Baijiu brands.
Bai Gu Jing is the "White Bone Demon", a villainess depicted in old Chinese folklore. She is usually a skeleton demon disguised as a beautiful pale woman, who seeks to eat the flesh of honorable men.
As inspiration for the brand, I looked to traditional Peking Opera masks as well as the style of Aubrey Beardsley. There is something quite fitting about reintroducing old Chinese folklore to young, westernized Chinese through a vernacular based on the style of an artist who showed the West an Eastern influence.
The mythos of Bai Gu Jing, the white skeleton seductress, felt like a good way of introducing Baijiu, the white liquor. The brand seeks to be dangerous (120 proof. Not to be trifled with.), beautiful, and seductive.