Niulanshan Primary Function: Архины Шилний Баглаа Боодол by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award Мөнгөн шагнал in Савлагааны дизайн Competition Category.
МөнгөнСавлагаа· 2021
Niulanshan Primary Function: Архины Шилний Баглаа Боодол
by Tiger Pan
Client: Beijing Chuangyitang Sales Co., Ltd.
A' Design Award Мөнгөн шагнал Winner in Савлагаа Category
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The Design
About Niulanshan Primary Function: Архины Шилний Баглаа Боодол
Ниуланшань нь Хятадын архины брэндэд зориулан Үхэр жилээр гаргасан хязгаарлагдмал хувилбарын баглаа боодлын дизайн юм. Шил нь шилээр, хайрцаг нь модоор хийгдсэн. Дизайн нь бодит дүрслэлээс зайлсхийж, орчин үеийн бөгөөд хийсвэр хэлбэрийг ашигласан. Шилний биен дээрх ир мэт огтолсон шулуун шугам нь үхрийн хатуу бие болон буулт хийдэггүй зан чанарыг илэрхийлдэг. Брэндийн тэмдэг нь зөвхөн үхэр гэсэн утгатай уран бичлэгийн "Ниу" тэмдэгтийг үлдээсэн. Сүүлчийн зураас нь "Эцсээ хүртэл Ниу" гэсэн Хятад хэллэгийг илэрхийлж, зорилгодоо хүрэх хүслийг бэлгэддэг. Зорилго нь залуу хэрэглэгчдийг татах явдал юм.
The Recognition
About the A' Design Award Мөнгөн шагнал
Niulanshan Primary Function: Архины Шилний Баглаа Боодол нь A' Design Award Мөнгөн шагналын ялагч бөгөөд дээд зэргийн, гайхамшигтай, сэтгэл хөдөлгөм загварт олгодог онцгой нэр хүндтэй хүлээн зөвшөөрөлт юм. Мөнгөн ялагчид бол маш гялалзсан, маш бүтээлч ажил бөгөөд зохион бүтээгчдийн гарамгай мэдлэг, авьяас, нарийн мэдрэмжийг харуулдаг. Niulanshan Primary Function: Архины Шилний Баглаа Боодол нь гайхалтай, үлгэр жишээ, маш мэргэжлийн, гүнзгий шинэлэг бүтээл болно гэж хүлээгддэг. Мөнгөн шагнал хүртсэн энэ загвар бол урлаг, шинжлэх ухаан, загвар, технологийн хил хязгаарыг тэлэхэд хувь нэмэр оруулдаг анхаарал татахуйц, биширсэн шинэ бүтээл юм. Niulanshan Primary Function: Архины Шилний Баглаа Боодол бол олон хүний атаархал татдаг бүтээл бөгөөд хүслийг сэргээж, эерэг мэдрэмж авчирч, гайхшрал, биширлийг төрүүлдэг.
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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