Changyu is a top-ranking well-known winery brand in China. Even though brandy belongs to its secondary product line, the client is still the leading domestic brandy producer with profound influence and a long-lasting reputation since last century. We are entrusted to rebuild the whole branding image and reshape the product line so that the price of certain products can be upgraded with production cost and modern consumption phycology, where consumers no longer look for cheaper price.

Tiger Pan, renowned designer and founder of Tiger Pan Design Lab, currently serves as the Jury President for D&AD 2024 in Packaging Design. He is also a contracted artist for the United Nations Postal Administration (UNPA), a collaborative artist with the United Nations Programme on HIV/AIDS (UNAIDS), a partner artist with the Liechtenstein Postal Service, and a co-branded artist with BVLGARI. Additionally, he holds the role of Vice Chairman of the Shenzhen Illustration Association and serves as a guest professor at 18 prestigious design academies across China. Over the past 28 years, Tiger Pan has been deeply engaged in product and packaging design research and practice. His team is now regarded as one of the most dynamic and influential forces in contemporary design.

Changyu is a top-ranking well-known winery brand in China. Even though brandy belongs to its secondary product line, the client is still the leading domestic brandy producer with profound influence and a long-lasting reputation since last century.