Niulanshan Zodiac Ox Edition by Tiger Pan

Niulanshan Zodiac Ox Edition by Tiger Pan is a highly esteemed winner of the very prestigious 2021 Silver A' Design Award in Packaging Design Competition Category.

SilverPackaging· 2021

Niulanshan Zodiac Ox Edition

by Tiger Pan

Client: Beijing Chuangyitang Sales Co., Ltd.

Silver A' Design Award Winner in Packaging Category

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Colors

The Design

About Niulanshan Zodiac Ox Edition

Niulanshan is a limited edition packaging design for a Chinese liquor brand, released for the Year of the Ox. The bottle is made of glass and the box is made of wood. The design avoids realism and uses a modern and abstract form. A blade-sliced straight line on the bottle body suggests the tough body and the uncompromising character of an ox. The brand mark keeps only the calligraphic character Niu, which means ox. The last stroke is extended to suggest the Chinese phrase Niu till the end, a wish to reach goals. The intent is to attract young consumers.

The Recognition

About the Silver A' Design Award

Niulanshan Zodiac Ox Edition is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Niulanshan Zodiac Ox Edition is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Niulanshan Zodiac Ox Edition is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.

Image Analysis

Color Temperature: WarmSymmetry: Both DirectionsBackground: No Clear Backdrop

Where to Get It

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We create award-winning packaging that elevates brands and captivates consumers. With 28 years of expertise designing for China's leading brands and international markets, we transform products into memorable experiences through strategic design excellence.

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Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Chinese have lots of love for Zodiac. NiuLanShan is one of China's leading liquor brands. As its name suggests, the Year of the Ox 2021 is a special year for NiuLanShan. Focused on escaping from old-fashioned realism, the design is more modern and abstract. The sliced straight line of the body conveys a tough carcass and the uncompromising spirit of an Ox.
Regarding the brand design, by extending the last stroke specifically implies the Chinese meaning of "Niu (a slang for 'awesome') till the end".
Dimensions & Packaging: Size: 92.5*393mm(bottle), 182*435*128mm(box); Produce cost: 10USD; Retail Price: 150USD.
Tags: Chinese Liquor, Baijiu, Zodiac Ox, Niulanshan, Limited Edition
Production Technology: The bottle is made of glass and the box is made of wood.
Design Challenge: In mid 2020, Niulanshan has begun planning the launch of Year of the Ox limited edition, not only the Ox Year carries weight to the brand, but also with NIU meaning "Ox", the brand is originated from a golden bull that brings welfare in ancient stories. Niulanshan hopes to ditch realism used in past Zodiac limited editions, aiming to attract young consumers with a contemporary abstract design.
Research: Using 12 as a cycle, each lunar year is represented by an animal, and 2021 is the year of the ox. The 12 zodiac signs and the 24 solar terms constituted an important tool for ancient Chinese to calculate time, predict the weather, and harvest mulberry. Chinese has much love and imagination for the zodiac, and Chinese liquor brands launch limited editions targeting different zodiacs yearly.
Inspiration: We focused on escaping from old-fashioned realism, using a more modern abstract design. The blade-sliced straight line of the bottle body conveys the tough carcass and the uncompromising character of an Ox.
Regarding the brand design, we removed everything except for the most important calligraphy font "Niu"(Ox). Extending the last stroke specifically implies the Chinese meaning of "Niu (a slang for 'awesome') till the end" a greater desire to reach goals.
Project Duration: The project started in April 2020 in Beijing and finished in August 2020 in Shenzhen, and was Launched to market in China in December 2020.
Operation Flow: Escaped from old-fashioned realism, Niulanshan Limited edition of zodiac OX using a more modern abstract design. The blade-sliced straight line of the bottle body conveys the tough carcass and the uncompromising character of an Ox. Regarding the brand design, we removed everything except for the most important calligraphy font "Niu"(Ox). Extending the last stroke specifically implies the Chinese meaning of "Niu (a slang for 'awesome') till the end" a greater desire to reach goals.
Patents: Copyrights belong to Beijing Chuangyitang Sales Co., Ltd., Year 2021.
Team Members: Designer: Tiger Pan, Xuedan Xia
Photographer: Kelin Tan
Technical Support: Zhangkun Xie
Project Maneger: Krystal You
Image Credits: No.1: Tiger Pan / Xuedan Xia / Kelin Tan
No.2: Tiger Pan / Xuedan Xia / Kelin Tan
No.3: Tiger Pan / Xuedan Xia / Kelin Tan
No.4: Tiger Pan / Xuedan Xia / Kelin Tan
No.5: Tiger Pan / Xuedan Xia / Kelin Tan