GWSSC: Bilingual Brand Identity for Chinese Wine Market

The Challenge: Working in Both Worlds

GWSSC is located in the Free Trade Zone of Dalian, China. They import great wines from all over the world (France, Italy, U.S.A.,and Australia etc.), and supply to whole sellers in China.

They have a tax-free bounded warehouse, show room and exchange hall in the Free Trade Zone, and they are a unique sea port distributor in their region. As an extension of their core business, GWSSC was also launching a few events centered around culture, food and drink to build brand awareness in China.

This challenge requires:

• Bilingual design: Logo design with both English and Chinese characters
• Both worlds: Brand identity that works in both worlds
• Traditional approach: More traditional approach with rectangular layout
• Text emphasis: Emphasis on text with supporting icon
• Grape icon: Sub icon of grapes as requested

Brand Strategy: Traditional Approach for Both Worlds

Over the years we have worked with a lot of Chinese companies and helped them with their branding and website design needs. In this case study we talk about one such company.

Because of the international nature of their business, rather than hiring a Chinese design agency, the client decided to hire someone from the west to create a brand identity that would work in both worlds.

Since the client wanted a logo design that included both English and Chinese characters, after some in depth research and analysis, we decided to go for a more traditional approach with the design which would follow a regular rectangular layout, emphasis on text and supported by a small icon that can then used by itself.

This brand strategy works because:

• International nature: International nature of business
• Western design: Hired western designer for both worlds
• Bilingual requirement: Logo design with both English and Chinese characters
• Traditional approach: More traditional approach with rectangular layout
• Text emphasis: Emphasis on text with supporting icon
• Icon flexibility: Small icon can be used by itself

Brand Solution: Horizontal Layout Accommodating Multiple Elements

The main challenge was the sheer number of English and Chinese text characters that needed to be accommodated into the logo along with an icon and at the request of the client a sub icon of grapes. After much sketching and doodling, we came up with a horizontal layout that the client liked and we as design professionals felt would work well on different media. We also helped create an event launch poster for the client which included design and print. Other items that we created for the client included a paper back branded with some Chinese characters, a t-shirt design and a cap design with the logo.

This brand solution works because:

• Horizontal layout: Horizontal layout accommodates multiple elements
• Multiple characters: Accommodates English and Chinese text characters
• Grape sub icon: Sub icon of grapes as requested
• Media versatility: Works well on different media
• Event materials: Event launch poster with design and print
• Branded items: Paper back, t-shirt design, cap design with logo

Results: A Brand Identity That Works in Both Worlds

The brand identity we created for GWSSC successfully works in both worlds, creating a bilingual logo design with both English and Chinese characters that follows a traditional approach with rectangular layout, text emphasis, and supporting icon. The horizontal layout accommodates the sheer number of text characters along with icon and grape sub icon, creating a brand identity that works well on different media and helps build brand awareness in China through events centered around culture, food and drink.

Today, GWSSC uses this brand identity to attract wholesalers in China, positioning them as a unique sea port distributor in Dalian Free Trade Zone with tax-free bounded warehouse, show room and exchange hall, importing great wines from all over the world and supplying to wholesalers, with a brand identity that works in both worlds through bilingual design and traditional approach.