In southern China in Guangdong province, 700 years of Eastern rice spirit-making tradition meets distinctive barrel-aging methods of the West. Here, rice meets oak to forge a new frontier for Chinese whisky and wine.
- Brand Strategy
- Brand Identity
- Photography & Video
Reviving the Chinese artisan spirit.
“How do we persuade the target audience to try Grand Talon Whisky over more conventional whisky styles?” “How do we overcome the hurdle of Chinese made vs European made whisky when it comes to the perception of quality?”
The answer was to reveal the untold story of artisan China that has long been hidden from most whisky bars and shelves. Rice wine making is an ancient craft dating as far back as 1000 BC and rice distillation is around 700 years old so the story is steeped in cultural significance waiting to be uncovered.
The brand name had to appeal to two both eastern and western markets with audiences from varied cultural backgrounds. For this reason, we chose the dragon as the inspiration for the name and packaging concept. The dragon is not only a globally recognizable symbol of Chinese culture but for thousands of years, the majestic dragon has been heralded by those across the east for its proud bearing, fierce talons and the mystical rainmaking power it brings to the rice fields. And so, Grand Talon was born.
The myth forged in glass
Immersive digital experience
Celebrating Chinese artisan spirit
We worked with world class mixologists to create a range of cocktails to inspire both adventurous whisky lovers and baijiu & rice wine drinkers to break away from traditional serves. We created a series of 'how to' videos suitable for both the bar and the home.
The final result is a distinguished brand and product range that honours its 700-year-old Chinese heritage while forging a new frontier for artisanal baijiu and rice wine in Asia and beyond. It was a challenge and rewarding experience to shape a product that would be introduced to both Eastern and Western markets. We now eagerly watch to see how the world will embrace Grand Talon.