BADAINIANG
Bottled Huadiao Cooking Wine

The predecessor of BADAINIANG Huadiao Cooking Wine’s parent company was Jiashan Distillery, with a history traceable to the 46th year of the Wanli reign of the Ming Dynasty (1618), giving it more than 400 years of brewing history to date. The brand belongs to Zhejiang Jiashan Yellow Rice Wine Co., Ltd., a subsidiary of Kuaijishan Shaoxing Wine Co., Ltd. The brand name “BADAINIANG” derives from its eight core brewing processes: soaking, steaming, fermentation, raking, settling, pressing, boiling, and aging. The product uses water from Fenhu Lake and selects premium rice, then undergoes natural fermentation through eight traditional processes and sufficient aging. Its core philosophy is “zero additives, natural eating, and eating with peace of mind.”

The core objective of this project was to help BADAINIANG establish a differentiated brand visual identity with cultural depth and shelf competitiveness in an industry environment where the cooking wine market is severely homogenized and brand recognition is generally low. Starting from the brand’s positioning of “more than 400 years of brewing history” and “focusing on making Huadiao cooking wine,” we maximized the two Chinese characters “花雕” (Huadiao) as the core of the key visual, enabling consumers to obtain category information immediately in front of the shelf and shortening the decision-making path. The brand name “BADAINIANG” is presented in Chinese-style clerical script (Lishu), showcasing the brand’s profound historical heritage. The packaging uses red as the brand color, which in traditional Chinese culture symbolizes festivity and quality and offers a significant recognition advantage in offline displays. At the same time, the Chinese character “八” (eight) in the brand name is used as an element to design an exclusive auxiliary graphic called the “Golden Hoop” (Jingu), forming a unique visual anchor in the packaging layout. It can be extended and applied across the brand’s entire product line, forming a unified brand identity language. The packaging presents product information such as alcohol content and net content with a clear information hierarchy. Through the brand proposition of “focusing on making Huadiao cooking wine” and the two Chinese characters “酿造” (brewing), it reinforces category positioning and craftsmanship value. Multiple endorsements jointly build consumers’ sense of quality trust. Through this full-brand design system combining cultural depth, recognition efficiency, and shelf competitiveness, BADAINIANG Huadiao Cooking Wine has successfully upgraded from a traditional cooking wine product to a premium brewed cooking wine brand with strong visual recognition, clear brand positioning, and authoritative industry endorsement.