Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award ລະດັບເງິນ in ການອອກແບບບັນຈຸພັນ Competition Category.
ເງິນບັນຈຸພັນ· 2021
Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ
by Tiger Pan
Client: Beijing Chuangyitang Sales Co., Ltd.
A' Design Award ລະດັບເງິນ Winner in ບັນຈຸພັນ Category
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The Design
About Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ
Book Text: Niulanshan ແມ່ນການອອກແບບການຫຸ້ມຫໍ່ຮຸ້ນຈຳກັດສຳລັບຍີ່ຫໍ້ເຫຼົ້າຈີນ, ອອກຈຳໜ່າຍໃນປີງົວ. ແກ້ວແມ່ນເຮັດຈາກແກ້ວ ແລະ ກ່ອງແມ່ນເຮັດຈາກໄມ້. ການອອກແບບຫຼີກລ້ຽງຄວາມສົມຈິງ ແລະ ໃຊ້ຮູບແບບທີ່ທັນສະໄໝ ແລະ ນາມມະທຳ. ເສັ້ນຊື່ທີ່ຖືກສະໄລດ້ວຍໃບມີດຢູ່ຕົວແກ້ວສະແດງເຖິງຮ່າງກາຍທີ່ແຂງແກ່ນ ແລະ ນິໄສທີ່ບໍ່ຍອມແພ້ຂອງງົວ. ເຄື່ອງໝາຍຍີ່ຫໍ້ຮັກສາໄວ້ພຽງແຕ່ຕົວອັກສອນລາຍມືສິລະປະ Niu, ຊຶ່ງໝາຍເຖິງງົວ. ເສັ້ນສຸດທ້າຍຖືກຍືດຍາວອອກເພື່ອສະແດງເຖິງວະລີຈີນ Niu ຈົນເຖິງທີ່ສຸດ, ຄວາມປາຖະໜາທີ່ຈະບັນລຸເປົ້າໝາຍ. ຄວາມຕັ້ງໃຈແມ່ນເພື່ອດຶງດູດຜູ້ບໍລິໂພກໜຸ່ມ.
The Recognition
About the A' Design Award ລະດັບເງິນ
Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເງິນ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງເປັນພິເສດສຳລັບການອອກແບບຊັ້ນສູງ ທີ່ງົດງາມ ແລະ ປະທັບໃຈ. ຜູ້ຊະນະລະດັບເງິນແມ່ນຜົນງານທີ່ເຈີດຈ້າ ແລະ ສ້າງສັນຫຼາຍ ທີ່ສະແດງເຖິງຄວາມຊຳນານ ພອນສະຫວັນ ແລະ ຄວາມຄົມຄາຍຂອງຜູ້ອອກແບບ. Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ ຖືກຄາດວ່າຈະເປັນຜົນງານແບບຢ່າງ ທີ່ເປັນມືອາຊີບຢ່າງຍິ່ງ ແລະ ມີນະວັດຕະກຳທີ່ເລິກເຊິ່ງ. ການອອກແບບທີ່ຊະນະລະດັບເງິນນີ້ແມ່ນການປະດິດທີ່ໂດດເດັ່ນ ແລະ ໄດ້ຮັບການຍົກຍ້ອງ ທີ່ປະກອບສ່ວນຂະຫຍາຍຂອບເຂດຂອງສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ. Niulanshan Primary Function: ການຫຸ້ມຫໍ່ແກ້ວເຫຼົ້າ ເປັນຜົນງານທີ່ຫຼາຍຄົນອິດສາ ປຸກຄວາມປາດຖະໜາ ນຳຄວາມຮູ້ສຶກທາງບວກ ແລະ ກໍ່ໃຫ້ເກີດຄວາມອັດສະຈັນໃຈ.
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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