Niulanshan Fungsi Utama: Pembungkusan Botol Arak by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award Perak in Reka Bentuk Pembungkusan Competition Category.
PerakPembungkusan· 2021
Niulanshan Fungsi Utama: Pembungkusan Botol Arak
by Tiger Pan
Client: Beijing Chuangyitang Sales Co., Ltd.
A' Design Award Perak Winner in Pembungkusan Category
Verified Award Winner
Verify Award Status for #123934The Design
About Niulanshan Fungsi Utama: Pembungkusan Botol Arak
Niulanshan ialah reka bentuk pembungkusan edisi terhad untuk sebuah jenama arak Cina, dikeluarkan sempena Tahun Lembu. Botolnya diperbuat daripada kaca manakala kotaknya diperbuat daripada kayu. Reka bentuk ini mengelakkan realisme dan menggunakan bentuk moden serta abstrak. Garis lurus yang seolah-olah dihiris dengan mata pisau pada badan botol melambangkan tubuh yang tegap dan sifat lembu yang tidak mudah berkompromi. Tanda jenama hanya mengekalkan aksara kaligrafi Niu, yang bermaksud lembu. Sapuan terakhir dipanjangkan untuk membayangkan ungkapan Cina Niu hingga ke akhir, iaitu harapan untuk mencapai matlamat. Tujuannya adalah untuk menarik minat pengguna muda.
The Recognition
About the A' Design Award Perak
Niulanshan Fungsi Utama: Pembungkusan Botol Arak ialah pemenang A' Design Award Perak, pengiktirafan yang sangat berprestij yang dianugerahkan kepada reka bentuk bertaraf tinggi, indah dan mengagumkan. Pemenang Perak ialah karya yang amat cemerlang dan sangat kreatif yang menggambarkan kepakaran, bakat dan ketajaman fikiran yang luar biasa pereka bentuknya. Niulanshan Fungsi Utama: Pembungkusan Botol Arak diharapkan menjadi karya yang menakjubkan, contoh teladan, sangat profesional dan sangat inovatif. Reka bentuk pemenang A' Design Award Perak ini ialah ciptaan yang sangat ketara dan dikagumi yang memberi manfaat kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Niulanshan Fungsi Utama: Pembungkusan Botol Arak ialah ciptaan yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif dan mencetuskan rasa hairan serta kagum.
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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