Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम् by Tiger Pan is a highly esteemed winner of the very prestigious 2021 A' Design Award रजतपुरस्कारः in संवेष्टन अभिकल्पना Competition Category.
रजतम्संवेष्टनम्· 2021
Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम्
by Tiger Pan
Client: Beijing Chuangyitang Sales Co., Ltd.
A' Design Award रजतपुरस्कारः Winner in संवेष्टनम् Category
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The Design
About Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम्
नियुलानशान् इति चीनदेशीयस्य मद्यचिह्नस्य कृते सीमितसंस्करणस्य आवेष्टनविन्यासः अस्ति, यः वृषभवर्षस्य कृते प्रकाशितः। कुम्भः काचेन निर्मितः पेटिका च काष्ठेन निर्मिता। अयं विन्यासः यथार्थवादं परिहरति आधुनिकम् अमूर्तं च रूपं च उपयुङ्क्ते। कुम्भशरीरे शस्त्रेण खण्डिता ऋजुरेखा वृषभस्य दृढं शरीरं तस्य अनम्यं स्वभावं च सूचयति। चिह्नमुद्रा केवलं सुलेखनात्मकं "नियु" इति अक्षरं धारयति, यस्य अर्थः वृषभः इति। अन्तिमः लेखनरेखांशः विस्तारितः "अन्तं यावत् नियु" इति चीनवाक्यांशं सूचयितुं, लक्ष्यप्राप्तेः शुभेच्छां द्योतयति। अभिप्रायः युवकाः उपभोक्तॄन् आकर्षयितुम् अस्ति।
The Recognition
About the A' Design Award रजतपुरस्कारः
Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम् A' Design Award रजतपुरस्कारस्य विजेता अस्ति; अयम् अत्यसाधारणतया प्रतिष्ठितः सम्मानः सर्वोच्चश्रेणीयेभ्यः सुन्दरेभ्यः प्रभावशालिभ्यश्चाभिकल्पेभ्यो दीयते। रजतविजेतारोऽतितेजस्विन्योऽत्यन्तं सृजनशीलाश्च कृतयः सन्ति, ताः स्वाभिकल्पकानाम् उत्कृष्टां विशेषज्ञतां प्रतिभां सूक्ष्मप्रज्ञां च प्रदर्शयन्ति। Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम् अद्भुतं प्रदर्शनीयं कार्यम् उल्लेखनीयतया व्यावसायिकं गम्भीरनवोन्मेषयुक्तं च भविष्यतीति प्रत्याशा क्रियते। A' Design Award रजतपुरस्कारं जितवद् एतद् अभिकल्पकार्यम् अतीवोल्लेखनीयः प्रशंसित आविष्कारोऽस्ति, यो लाभं ददाति कलाया विज्ञानस्याभिकल्पस्य प्रौद्योगिक्याश्च सीमा विस्तारयति च। Niulanshan मुख्यकार्यम्: मद्यकुम्भस्य आवेष्टनम् बहुभिरीर्ष्यमाणा सृष्टिरस्ति, या कामना उद्बोधयति, सकारात्मकभावान् आनयति, विस्मयस्य आश्चर्यस्य च स्फुलिङ्गान् प्रज्वालयति।
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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