Niulanshan Emballage de bouteille de spiritueux by Tiger Pan

Niulanshan Emballage de bouteille de spiritueux by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argent in Design d'Emballage Competition Category.

ArgentEmballage· 2021

Niulanshan Emballage de bouteille de spiritueux

by Tiger Pan

Client: Beijing Chuangyitang Sales Co., Ltd.

A' Design Award d'Argent Winner in Emballage Category

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Verified Award Winner

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The Design

About Niulanshan Emballage de bouteille de spiritueux

Niulanshan est un design d'emballage en édition limitée pour une marque chinoise de baijiu, lancé à l'occasion de l'Année du Buffle. La bouteille est en verre et le coffret en bois. Le design évite tout réalisme et adopte une forme moderne et abstraite. Une ligne droite, comme tranchée à la lame, sur le corps de la bouteille évoque la robustesse et le caractère intransigeant du buffle. Le logo de la marque ne conserve que le caractère calligraphié Niu, qui signifie buffle. Le dernier trait est prolongé afin de suggérer l'expression chinoise « Niu jusqu'au bout », un souhait d'atteindre ses objectifs. L'intention est de séduire les jeunes consommateurs.

The Recognition

About the A' Design Award d'Argent

Niulanshan Emballage de bouteille de spiritueux est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Niulanshan Emballage de bouteille de spiritueux est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Niulanshan Emballage de bouteille de spiritueux est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

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