Niulanshan Primary Function: Ii-pakethe zebhotile yotywala by Tiger Pan

Niulanshan Primary Function: Ii-pakethe zebhotile yotywala by Tiger Pan is a highly esteemed winner of the very prestigious 2021 Ibhaso Lesilivere le-A' Design Award in Uyilo lwePakheji Competition Category.

IsilivereIpakheji· 2021

Niulanshan Primary Function: Ii-pakethe zebhotile yotywala

by Tiger Pan

Client: Beijing Chuangyitang Sales Co., Ltd.

Ibhaso Lesilivere le-A' Design Award Winner in Ipakheji Category

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The Design

About Niulanshan Primary Function: Ii-pakethe zebhotile yotywala

Book Text: I-Niulanshan luyilo lwe-pakethe olunexabiso elithile lohlobo lotywala lwaseTshayina, olukhutshwe kunyaka we-Ox. Ibhotile yenziwe ngeglasi kwaye ibhokisi yenziwe ngomthi. Uyilo luphepha ubunyani kwaye lusebenzisa uhlobo lwanamhlanje nolungabambekiyo. Umgca othe tye osikwe njengesikeyili emzimbeni webhotile ubonisa umzimba oqinileyo nesimilo esingathobiyo se-ox. Uphawu lwehlobo lugcina kuphela unobumba wobugcisa bokubhala i-Niu, othetha i-ox. Umzila wokugqibela wolulwe ukuze ubonise ibinzana lesiTshayina elithi Niu de kube sekupheleni, umnqweno wokufikelela kwiinjongo. Injongo kukutsala abathengi abaselula.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

Niulanshan Primary Function: Ii-pakethe zebhotile yotywala ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Niulanshan Primary Function: Ii-pakethe zebhotile yotywala iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Niulanshan Primary Function: Ii-pakethe zebhotile yotywala yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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