Brand Book

Premium Spirits · Provenance · Digital Ownership

Brand Guidebook

珍藏有據．價值有源。

The biggest shift is language. Block Spirits should read with the restraint of an auction house and the assurance of private banking: elegant, measured, evidence-led and never promotional.

Position Block Spirits as a guardian of verified spirits ownership, not a seller pushing transactions.
Replace investment hype with ownership, provenance, custody, legacy and controlled circulation.
Keep the existing premium visual direction, but let copy carry the Sotheby’s / Peninsula / private bank feeling.

Master Tagline

珍藏有據．價值有源

Brand Role

To safeguard provenance, ownership records and long-term confidence for rare spirits collectors.

Kweichow Moutai bottle with marble background

Provenance / ownership / custody

Hero direction: the bottle remains the object of value; digital proof stays quiet, precise and secondary.

Boss Comment Response

What needs to change.

The guideline should be revised from “premium investment platform” into “luxury custodian of verified ownership”. The visual system can stay refined; the language system must become stricter.

Rewrite positioning: from trading / investment access to verified ownership, custody and provenance.
Add tone rules: elegant, authoritative, measured, assured, sophisticated, trustworthy.
Remove sales pressure: no urgency, no guaranteed returns, no “爆升”, no speculative upside language.
Reframe pillars: Ownership, Provenance, Custody, Legacy and Marketplace circulation.
Change social language: from conversational promotion to editorial Traditional Chinese.

MOVE AWAY FROM

投資必賺、爆升、限時搶購、升值潛力巨大、快速回報、crypto project、liquor store、trading platform。

MOVE TOWARDS

來源可溯、擁有可證、專業託管、典藏傳承、嚴謹流轉、private collection、auction house、wealth management。

Language Benchmark

Sotheby’s, Christie’s, Four Seasons, The Peninsula, private banking and luxury wealth management.

Chinese Standard

Use elegant Traditional Chinese. No colloquial Cantonese, no social-media slang, no hard-sell retail tone.

Positioning

Not a seller. A custodian.

Block Spirits safeguards the provenance, custody and ownership record of rare spirits. It gives collectors and family offices a more assured way to hold, evidence and transfer bottles of recognised heritage.

For collectors who require documented provenance before acquisition.
For family offices and affluent buyers who value discretion, control and long-term confidence.
For corporate owners who need gifted or held spirits to carry a traceable ownership record.

One-line Positioning

A luxury ownership and custody platform for verified spirits of provenance.

Brand Promise

典藏可證．傳承有序。

Existing social / campaign banner reference

NOT

E-commerce, liquor retail, crypto hype, trading urgency or speculative investment promotion.

Custodian, connoisseur, archivist: verified ownership handled with discretion and authority.

Strategic Shift

Lead with the physical bottle, source record and custody standard. Let blockchain become invisible infrastructure behind ownership proof.

Audience

Collectors of proof and legacy.

The audience is affluent, risk-aware and culturally literate. They are not buying excitement; they are buying assurance, discretion and documented ownership.

Private Collector: wants rare bottles with credible source, condition and custody record.
Family Office: wants alternative luxury holdings to be documented, controlled and transferable.
Corporate Patron: wants gifting and reserve stock to carry provenance, traceability and governance.

Fear

Counterfeit bottles, unclear provenance or unmanaged custody.

Need

Quiet authority, transparent records and trusted storage.

Trigger

A visible ownership record and a credible pathway for future transfer.

Collector

Family Office

Corporate

Collector

Heritage, rarity, provenance.

Family Office

Governance, custody, transferability.

Corporate

Gifting, record, control.

Content Pillars

The ownership framework.

Every message should return to five luxury proof points. These keep Block Spirits away from retail or speculative language.

Ownership 擁有權: each bottle is connected to a clear ownership record.
Provenance 來源可溯: source, condition and history are made legible.
Custody 專業託管: bottles are held with archive-level discipline.
Legacy 傳承: value is framed through heritage, time and continuity.
Marketplace 流轉: future transfer is controlled, verified and never positioned as speculation.

Verified Ownership Record

Kweichow Moutai · Custodied Bottle

Bottle reference, source record, custody state and ownership history, presented with clarity rather than sales pressure.

OwnershipProvenanceCustody

Ownership

擁有可證，而非短期投資承諾。

Provenance

來源可溯，而非單純產品描述。

Custody

專業託管，而非存放便利。

Legacy

傳承有序，而非炒賣話術。

Logo System

A refined seal of confidence.

A premium certification mark for verified luxury ownership.

Primary logo: horizontal wordmark.
Black logo for light backgrounds.
White logo for black / dark backgrounds.
Never redraw or retype.

Primary Use

Website header, brand book cover, ownership certificate, custody record and member communication.

Logo Role

A quiet seal of confidence for verified luxury ownership — never decorative clutter.

Logo Measurement

Clear space and minimum size.

Use this page as the practical logo measurement standard. Keep the logo spacious and legible at all sizes.

1X = one letter-space from logo edge.
Same 1X space on all four sides.
Minimum wordmark width: 100px.

Clear Space

1X1X1X1X

1X = one letter-space from logo edge

Maintain the same 1X clearspace from the actual logo edge on all four sides. Keep it tight and practical — around one letter-space only.

Minimum Size

100px

Smallest approved full wordmarkUse the full logo down to 100px width on digital. Smaller than this is not approved for the full wordmark.

Background Usage

Keep contrast clear.

Choose the clearest logo version for each background.

Black logo: white / light / 50% faded background.
White logo: black / dark blue photography.
Use only high-contrast background areas.
Never allow the letters to disappear.

Approved Usage

Black on white

White on black

Logo on high-contrast background

White logo on dark blue image

Do Not

Do not stretch

Do not use low contrast

Do not use busy background

Colour System

Colour Palette.

A functional palette for website, brand book, social content and ownership proof materials.

Primary Colour: black, white and highlight red.
Secondary Colour: supporting neutrals and premium texture tones.
Use primary colours first. Secondary colours should support, not dominate.

Primary Colour

BlackHEX #000000RGB 0 / 0 / 0

WhiteHEX #FFFFFFRGB 255 / 255 / 255

Highlight RedHEX #F00A08RGB 240 / 10 / 8

Secondary Colour

80% Black#5A5A5A

Soft Ivory#F5F2EE

Heritage Gold#E4BD70

Marble Beige#C9B99C

Primary colours form the main brand identity. Secondary colours are used for backgrounds, dividers, subtle premium accents and supporting layout depth.

Typography

Block Spirits Brand Book

Type

Typography

Typeface Usage.

Use the exact font names below when preparing design files. Migra carries the premium editorial voice; GT America Extended provides confident contrast, highlight and functional information.

Headline FontMigra-Extralight

Headline HighlightGT-America-Extended-Bold

Content FontMigra-Extralight (smaller font size)

Description FontGT-America-Extended-Regular

Essence

Headline Font
Migra-Extralight

OWN

Headline Highlight
GT-America-Extended-Bold

Ritual proof, quietly held.

Content Font
Migra-Extralight — smaller font size

VERIFIED

Description / UI Font
GT-America-Extended-Regular

Headline

Migra-Extralight for main editorial headlines. Large size, refined spacing, short premium phrases.

Highlight

GT-America-Extended-Bold for headline emphasis, short caps, labels or punch words only.

Content / Description

Migra-Extralight at smaller size for content lines. GT-America-Extended-Regular for descriptions, metadata and functional text.

Expression / TypographyPage 11

Visual Idea

Fluid Luxury Wave.

The signature element should express the fusion of physical spirits and digital ownership: organic, liquid, premium and controlled.

Use high-gloss fluid gradients in red, wine, amber and black.
Pair organic flow with precise verification nodes and subtle grid geometry.
Use as hero backgrounds, chapter openers, landing page transitions and premium marketing materials.
Never let it become psychedelic, cheap metallic or crypto-neon.

Block Spirits fluid luxury wave left composition

Fluid wave

Texture macro

Physical

Liquid colour, spirit movement, bottle craft.

Digital

Use precise overlays only when explaining verification.

Luxury

White space, gallery feel, premium restraint.

Photography

Luxury product evidence.

Photography should balance desire and proof: premium bottle craft, custody confidence and sophisticated ownership lifestyle.

Product macro: label, cap, seal, glass, box, serial/QR detail.
Custody context: bonded warehouse, controlled storage, archive-like precision.
Lifestyle: private tasting, premium table, warm golden-hour atmosphere.
Digital overlays should be subtle: nodes, QR line, ownership trail — never sci-fi overload.

Moutai Hero

Bottle Cutout

Packaging

Comparable Spirits

Lifestyle

Wide Campaign

Gold Texture

Soft Texture

Fluid Abstract

Image Rule

Every image should answer one of two questions: “Why is this desirable?” or “Why can I trust it?” The expanded set now gives us four lanes: Moutai product proof, comparable premium spirits, luxury ownership lifestyle and signature fluid / marble textures.

Website Structure

Homepage should feel assured.

The website should behave less like a product catalogue and more like a private collection portal: composed hierarchy, clear proof modules and language that protects trust.

Hero: “珍藏有據．價值有源” with a short provenance-led subline.
Trust strip: 擁有權、來源可溯、專業託管、傳承、流轉.
How it works: select bottle → verify provenance → place in custody → hold ownership record → arrange controlled transfer.
Asset cards: bottle reference, source, custody status, ownership record and condition notes.
Education: explain blockchain only as a record layer; never lead with crypto terminology.

BLOCK SPIRITSCollection / Provenance / Custody / Private Marketplace

VERIFIED SPIRITS OWNERSHIP

珍藏有據．價值有源

每一瓶典藏，均附有可查證的來源、託管及擁有權紀錄。

View Collection

Block Spirits website top sections screenshot crop

Use the real website as the practical visual reference, but revise wording so every module sounds measured, collected and provenance-led.

Ownership

擁有可證。

Custody

專業託管。

Circulation

嚴謹流轉。

Messaging Framework

Measured, never promotional.

Copy should sound like a trusted institution: elegant Traditional Chinese, restrained English labels and proof-first structure. It should never create urgency or imply guaranteed return.

Master line: 珍藏有據．價值有源
Alternative lines: 典藏可證．傳承有序 / 源流可溯．擁有可證
Core description: Block Spirits 為高端烈酒典藏提供來源可溯、擁有權可證及專業託管的數碼紀錄基建。
CTA language: View Collection / Request Private Access / Learn About Custody / 查看典藏紀錄

Tone

Elegant, authoritative, measured, assured, sophisticated and trustworthy.

Avoid

爆升、投資必賺、限時搶購、最後機會、升值潛力巨大、錯過就冇、快速回報、財富自由。

Proof

“每一瓶典藏，均附有可查證的來源、託管及擁有權紀錄。”

Brand Personality

Primary Custodian. Secondary Connoisseur. Third Archivist.

Social Media Guidance

Editorial, not conversational.

For future posts, write in elegant Traditional Chinese with the restraint of a luxury auction house and the confidence of a private bank. Social should build provenance confidence, not buying pressure.

Hero post: bottle or archival detail with one composed proof line: “源流可溯，擁有可證。”
Carousel: one idea per frame: provenance, custody, ownership record, legacy, controlled circulation.
Collection update: use sober black/white layouts, restrained red highlight and verified details only.
CTA: “查看典藏紀錄”, “了解專業託管”, “申請私人導覽” — no urgency-led CTA.

Social banner / campaign header

Post Anatomy

01 Bottle / provenance visual
02 One ownership or custody proof cue
03 Elegant Traditional Chinese caption
04 Quiet private-access CTA

Sample Caption

每一瓶典藏，皆承載其來源、擁有權與時間的紀錄。Block Spirits 以專業託管及可查證紀錄，讓珍藏更具信任。

Tone Control

Premium, factual, restrained. Avoid hype, meme language, trading urgency, coin graphics and over-promising returns.

ProvenanceCustody