GuoJia
果唊jia
Brand Identity, Logo DesignDesigner: Esther LIU
Year: 2022
果唊（jiā），一款由海南本土年轻人独立研发的新派海南酒，正以轻松、自在的方式重新定义人们对果酒的想象。
它秉持“低度、低糖、低脂”的健康理念，既保留了微醺的快乐，又减少了身体的负担，让每一口都喝得畅快而安心。在原料上，果唊坚持从海南的果园与田野中汲取风味——以当地新鲜蔬果与特色香料为基底，延续海南传统手工发酵技法，经过时间与温度的缓慢酝酿，最终呈现出清爽透亮、果味分明且富有层次感的口感，像热带的微风一样轻盈怡人。
“唊”这个字，本身就藏着一份海南人的热情。在当地方言中，“唊”意味着相聚时的共饮与分享，是朋友围坐、举杯邀约的好客之声。而一句“jiajiajia”，更是酒过三巡后，话语渐密、笑声渐响、心底话一个接一个往外冒的那份亲密无间的絮叨——那是只有真正亲近的人之间才会流露的氛围。
基于这样的品牌理念，我在视觉设计中注入了同样的温度与情绪。品牌字体采用随性、松弛的手写体，不加修饰，像朋友随手写下的邀约，真诚而不刻意。画面中央的酒瓶造型，则表现三五好友碰杯时的快乐瞬间——瓶身轻轻相触，像在打招呼，也像在说“好久不见”。整体传递出果唊友好、开放的态度，愿意与每一位顾客像老朋友一样轻松相遇。
色彩，是果唊对海南最直接的致敬。设计中选用了四种代表色
- 阳光的黄，热烈而温暖；
- 沙滩的白，柔软而干净；
- 海水的蓝，清透而深远；
- 植物的绿，生机而自然。
这四种颜色交织在一起，不只是风景的复刻，更是海南生活气息的浓缩——一种让人想放慢脚步、好好喝一杯的氛围。
果唊，不只是一瓶酒，更像是一场热带的邀约，一次朋友间的碰杯，一声带着笑意的“jia”。
Guo Jia is a new-wave Hainan spirit independently developed by local young people, redefining how we think about fruit wine in a relaxed, carefree way.
It embraces the healthy philosophy of being "low in alcohol, low in sugar, and low in fat" — preserving the joy of a gentle buzz while reducing the body's burden, so every sip is as refreshing as it is worry-free. In terms of ingredients, Guo Jia insists on drawing flavor from Hainan's orchards and fields — using fresh local fruits, vegetables, and aromatic spices as the base, and following traditional Hainan handcrafted fermentation techniques. Through the slow interplay of time and temperature, it ultimately delivers a clean, bright, distinctly fruity, and richly layered taste — as light and pleasing as a tropical breeze.
The character "唊" (jiā) itself carries the warmth of Hainan's people. In the local dialect, "jiā" signifies the togetherness of sharing a drink — the hospitable sound of friends gathering around, raising their glasses in invitation. And the playful chant "jiajiajia" goes even further: it captures that intimate, unfiltered chatter that emerges after a few rounds of drinks — when words flow faster, laughter grows louder, and heartfelt thoughts tumble out one after another. It's the kind of closeness that only truly familiar friends share.
Based on this brand philosophy, I've infused the same warmth and emotion into the visual design. The brand's logotype uses a casual, relaxed handwritten style — unpolished and sincere, like a spontaneous invitation scribbled by a friend. At the center of the composition, the shape of a wine bottle captures the joyful moment of friends clinking glasses — the bottles gently touching, as if saying "hello" or "long time no see." The overall design conveys Guo Jia's friendly and open attitude, welcoming every customer to connect as easily as with an old friend.
Color is Guo Jia's most direct tribute to Hainan. The design features four signature colors：
- Sunshine Yellow — warm and passionate;
- Sand White — soft and clean;
- Sea Blue — clear and profound;
- Plant Green — vibrant and natural.
Woven together, these four colors are more than a replica of the landscape — they are a distillation of Hainan's living essence: an atmosphere that makes you want to slow down, take a moment, and truly enjoy a drink.
Guo Jia is more than just a bottle of wine. It's a tropical invitation. A toast between friends. A smiling "jia."
