丰收葡萄酒-老树•新芽
Harvest Wine - Old Tree • New Sprout
北京丰收葡萄酒有限公司前身为北京南郊葡萄酒厂，始建于 1979 年。作为新中国创立较早的葡萄酒品牌商之一，丰收经过 40 年品牌历史的沉淀，如一颗老树被岁月深耕。葡萄酒市场的竞争日渐强烈，丰收酒庄需要升级老的品牌和包装形象来展示品牌的时代感。
Beijing Harvest Wine Co., Ltd. was formerly known as Beijing Nanjiao Winery and was founded in 1979. As one of the earliest wine brands established in New China, the harvest has been frozen for 40 years, such as an old tree that has been deeply cultivated. The competition in the wine market is getting stronger and stronger, and the harvest winery needs to upgrade the old brand and packaging image to show the brand's sense of the times.
岁月老树，迎春新生
丰收原有的 Logo 形象为素描的北京天坛，繁复的图形在品牌延展上有较多的限制，左和右创意将天坛元素简化成抽象的块面图形，更具现代感。在酒标的设计中提炼“老树 • 新芽”的概念，用飘逸的枯墨来描述葡萄树在春天里发芽的状态，展示苍劲的葡萄老树生命力依然顽强，寓意这个始于 1979 年的老品牌在时代中焕发新生。
Years old tree, spring new life
The original Logo image of the harvest is the Beijing Temple of Heaven. The complicated graphics have more restrictions on the brand extension. The left and right ideas simplify the elements of the Temple into abstract block graphics, which is more modern. In the design of the wine label, the concept of “old tree • sprout” is refined, and the etheric dry ink is used to describe the state of germination in the spring, and the vitality of the vigorous grape tree is still tenacious, implying the old brand that began in 1979. Rejuvenated in the times.
The original Logo image of the harvest is the Beijing Temple of Heaven. The complicated graphics have more restrictions on the brand extension. The left and right ideas simplify the elements of the Temple into abstract block graphics, which is more modern. In the design of the wine label, the concept of “old tree • sprout” is refined, and the etheric dry ink is used to describe the state of germination in the spring, and the vitality of the vigorous grape tree is still tenacious, implying the old brand that began in 1979. Rejuvenated in the times.
宛如一首生命颂歌，吟唱新生。似一条飘曳的舞带，礼赞丰收。
Like a life song, singing a new life. Like a floating dance belt, praise and harvest.
原创设计：#景宽设计工作室 JK Design Studio
设计师：周景宽
奖项：Pentawards 2019金奖，iF Design Award 2020
官网：www.zuoheyou.com
