Niulanshan Mahi Matua: Kōpaki Pātara Waipiro by Tiger Pan

Niulanshan Mahi Matua: Kōpaki Pātara Waipiro by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Takai Competition Category.

HiriwaTakai· 2021

Niulanshan Mahi Matua: Kōpaki Pātara Waipiro

by Tiger Pan

Client: Beijing Chuangyitang Sales Co., Ltd.

A' Design Award Hiriwa Winner in Takai Category

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Colors

The Design

About Niulanshan Mahi Matua: Kōpaki Pātara Waipiro

Niulanshan he hoahoa kōpaki putanga whāiti mō tētahi waitohu waipiro Hainamana, i tukuna mō te Tau o te Kau. He karaehe te pātara, he rākau te pouaka. Ka karo te hoahoa i te mahi tūturu, ka whakamahia he āhua hou, waitara hoki. He raina tōtika kua tapahia ki te matakawa i te tinana o te pātara e whakaatu ana i te tinana pakari me te āhua kore whakaae o te kau. Ko te tohu waitohu ka mau noa i te pū tuhituhi Niu, arā, te kau. Ka whakaroaia te tā whakamutunga hei whakaatu i te kīanga Hainamana Niu tae noa ki te mutunga, he wawata kia eke ki ngā whāinga. Ko te whāinga he kukume i ngā kaihoko rangatahi.

The Recognition

About the A' Design Award Hiriwa

Ko Niulanshan Mahi Matua: Kōpaki Pātara Waipiro te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Niulanshan Mahi Matua: Kōpaki Pātara Waipiro he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Niulanshan Mahi Matua: Kōpaki Pātara Waipiro he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

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