永昌源「杏露酒(しんるちゅう)シリーズ」 
キリンビール株式会社

Ei-SHO-GEN "Shin Lu Chu" 
Kirin Brewery Co., Ltd.

Category: Packaging Date: 2005

Shin Lu Chu is a liquor made from plums by traditional Chinese steeping method. The renewal took place first time since the liquor was introduced in 1969, and complete refreshing of existing image was required.
A nature friendly atmosphere was produced by using off-white background of the label for easy access to a bottle for female customers who were major sales target, at the same time, a flowery shop front effect was considered. By succeeding the illustration of a dragon in the old label, the dragon symbolized in Chinese traditional embroidery was expressing quality atmosphere. The illustration of plum was focused on for easy-understanding of the contents. Through these works,
Shin Lu Chu had created the expression leading to the next generation of the liquor.