Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse by Tiger Pan

Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award yn Sulver in Ferpakkingsûntwerp Competition Category.

SulverFerpakking· 2021

Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse

by Tiger Pan

Client: Beijing Chuangyitang Sales Co., Ltd.

A' Design Award yn Sulver Winner in Ferpakking Category

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Colors

The Design

About Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse

Niulanshan is in ferpakkingsûntwerp yn beheinde oplaach foar in Sineesk sterkedrankmerk, útbrocht foar it Jier fan de Okse. De flesse is fan glês makke en it doaske fan hout. It ûntwerp mijt realisme en brûkt in moderne en abstrakte foarm. In as mei in mês sniene rjochte line op de romp fan 'e flesse suggerearret it taaie lichem en it kompromisleaze karakter fan in okse. It merkteken hâldt allinnich it kalligrafyske teken Niu oer, dat okse betsjut. De lêste hael is ferlingd om de Sineeske útdrukking Niu oant it ein ta te suggerearjen, in winsk om doelen te berikken. It doel is om jonge konsuminten oan te lûken.

The Recognition

About the A' Design Award yn Sulver

Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Niulanshan Primêre Funksje: Ferpakking foar Sterkedrankflesse is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

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