PingBa

Sake bottle

Pingba is a Japanese sake sold on the Chinese market. The packaging needed to position this new foreign brand in a way that communicated the product's Japanese origins through a design that spoke to Chinese consumers. The designers were also tasked with finding a solution that makes the sake easy to remember and familiar. The Japanese name Pingba sounds like the word for struggle in Chinese, an association that guided the label graphics. The backside depicts an eagle diving through the sky, conveying a spirit of fearlessness and determination to make an emotional connection with consumers.