Fukien Old Wine is a Chinese cooking wine that dates back to 1842. In 2022, the brand wanted to expand beyond just the household kitchen, targeting a new younger generation by transforming Fukien Old Wine into a contemporary, drinkable, cocktails-and-speakeasies kind of wine.

However, the challenge was that the original label on the bottle cannot be changed.

What comes from this constraint is a brand identity that tries to embrace the label as a core motif—deconstructing it, subtracting from it, enlarging it, repeating it...