This project came into being in response to the growing appetite in China for grape wines. Alterego has an expertise business in food & drink, culture and marketing, and it is also eyeing the emerging Chinese market, therefore the mutual understanding between the Chinese and the grape wine needs to be addressed, and this will be accomplished in this project by embedding cultural and economic value into the design and activation of this new grape wine brand for China. Project assignment: The assignment of this project is to create a brand of grape wine from France to China market, and create a brand activation plan for short term. In the long term, the brand concept will act as a guideline in further design, communication and promotion. Research activities: The research defined who the target group is, what to communicate, how and where to the brand interact with target group. To reach these objectives the research was performed in steps of data collection, data analysis, conceptualization, and brand activation design. 1. Data collection: collect information about grape wine culture, Chinese social-cultural context, current China market and competitors there, consumer characteristic and needs. Data collection was conducted in multiple methods, from academic papers, books, business report, fieldwork interview, observation, wine tasting experiment and internet anecdote collection. 2. Data analysis: Data analysis can be divided into two aspects of internal analysis and external analysis. Internal analysis covers the existing business of the company, its strength and weakness in creating such international brand, and the grape wine itself, i.e. classification and function of grape wine. External analysis bigger social context, consumer analysis and competitor analysis. 3. Conceptualization: After interpretation of analysis result, brand concept was build and selected. 4. Brand activation design: Based on the brand positioning concept and key aspects for interactive touch point, brand activation design was developed. i.e. physical product, interaction channel, and distribution channel. Final results: The main benefits proposed by the brand to consumer are pleasant taste, relaxing south France ambience, modern western lifestyle. And the core target group is the 20-35 year-old young adult living in urban area, with mid-high income. The final brand activation deals with 3 aspects: 1) product design, 2) communication & interaction, and 3) distribution channels. It includes a design brief and a visual example of physical product, brand interaction plan, and a distribution channel mix for the first year after launch. The final results also include a business case that integrates the branding project into market context with 4-Ps: Product, Price, Place and Promotion, and a forecasted cash flow, and break-even analysis for 1st fiscal year.