Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award Күмүш байгеси in Таңгактоо Дизайны Competition Category.
КүмүшТаңгактоо· 2021
Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы
by Tiger Pan
Client: Beijing Chuangyitang Sales Co., Ltd.
A' Design Award Күмүш байгеси Winner in Таңгактоо Category
Verified Award Winner
Verify Award Status for #123934The Design
About Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы
Book Text: Niulanshan — Кытайдын спирт ичимдиктер брендинин Өгүз жылына арналып чыгарылган чектелген тираждагы таңгак дизайны. Бөтөлкө айнектен, ал эми кутуча жыгачтан жасалган. Дизайн реализмден качып, заманбап жана абстракттуу форманы колдонот. Бөтөлкөнүн денесиндеги бычак менен кесилгендей түз сызык өгүздүн бекем денесин жана баш ийбес мүнөзүн туюндурат. Бренддин белгиси өгүз дегенди билдирген каллиграфиялык Niu иероглифин гана сактап калат. Акыркы штрих узартылып, максаттарга жетүүнү каалаган Niu аягына чейин деген кытай сөз айкашын туюндурат. Максат — жаш керектөөчүлөрдү тартуу.
The Recognition
About the A' Design Award Күмүш байгеси
Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы – A' Design Award Күмүш байгесинин жеңүүчүсү, жогорку деңгээлдеги, көркөм жана таасирдүү дизайндарга берилген өзгөчө бедели жогору таануу. Күмүш жеңүүчүлөр – өтө тамаша жана абдан чыгармачыл иштер, алар авторлорунун мыкты билимин, талантын жана сезгичтигин көрсөтөт. Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы сонун, үлгүлүү, өзгөчө кесипкөй жана терең жаңычыл чыгарма болот деп күтүлөт. Бул Күмүш байгени жеңген дизайн – искусство, илим, дизайн жана технологиянын чек араларын кеңейтүүгө салым кошкон көрүнүктүү ойлоп табуу. Niulanshan Primary Function: Спирт ичимдиктерин куюуга арналган бөтөлкө таңгагы баардыгы кызыккан чыгарма, ал каалоону ойготот, жагымдуу сезимдерди алып келет жана таң калуу менен суктанууну жаратат.
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
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