HAOZAISHAN Brand Full-Case Design

Embodying the idea of "bottling the essence of Yunnan coffee and sharing with the world," the brand is dedicated to crafting an identity rich in local charm, seamlessly merging contemporary design with regional cultural elements.
The logo draws inspiration from the breathtaking natural vistas of Yunnan's Cangshan Mountains and the Erhai Lake. It creatively incorporates the silhouette of a coffee cup with a soothing blue hue that reflects the brand's commitment to purity and high quality. Taking a symbolic design approach, the brand transforms Yunnan's distinctive karst landscapes and vibrant rapeseed flower fields into intricate geometric patterns. This results in a lively and dynamic visual experience that not only pays homage to the local culture but also infuses the product with a contemporary and energetic artistic essence. The thoughtfully selected colour palette—capturing the lush greens of the mountains, the tranquil blues of the lakes, and the earthy reds of the land—creates a striking visual contrast that embodies the brand's philosophy of "returning to nature and embracing the wild."
The brand's ready-to-drink coffee bottle is designed to resemble a freshly brewed coffee takeaway cup, offering consumers a delightful experience akin to just brewed coffee. Each drink is infused with flavours derived from local Yunnan ingredients, such as fragrant jasmine, delicate rose, rich olive, and creamy coconut. These flavours are visually represented through vibrant colours and detailed illustrations, enhancing the cultural narrative of the product. Furthermore, each bottle is accompanied by raw coffee beans, allowing consumers to tangibly engage with the coffee's natural quality.
In line with its commitment to sustainability, the packaging design employs PTF, a renewable bio-based synthetic plastic. Additionally, the brand has launched the "Nature Recycling Programme," which encourages recycling empty bottles, thereby minimizing environmental impact and promoting a sustainable lifestyle.