Silver Packaging Design · 2021
Niulanshan Zodiac Ox Edition
by Tiger Pan
- A' Design Award 2021 Silver Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Beijing Chuangyitang Sales Co., Ltd.
- Estimated Number of Design Views: 29,756
- Verification code B4D1490B0C · Verify this award
About Niulanshan Zodiac Ox Edition
Niulanshan is a limited edition packaging design for a Chinese liquor brand, released for the Year of the Ox. The bottle is made of glass and the box is made of wood. The design avoids realism and uses a modern and abstract form. A blade-sliced straight line on the bottle body suggests the tough body and the uncompromising character of an ox. The brand mark keeps only the calligraphic character Niu, which means ox. The last stroke is extended to suggest the Chinese phrase Niu till the end, a wish to reach goals. The intent is to attract young consumers.
Press Kit
- 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.
- 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.
- 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. - 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 - Patents
- Copyrights belong to Beijing Chuangyitang Sales Co., Ltd., Year 2021.