Niulanshan
Zodiac Ox Edition for Beijing Chuangyitang Sales Co., Ltd.
Chinese have lots of love for Zodiac. In Chinese Lunar Year, 2021 is the year of Ox. As one of China's leading liquor brands, Niulanshan has begun planning the launch of Year of the Ox limited edition in mid 2020. Not only the Ox Year carries weight to the brand, but also with NIU meaning "Ox". The blade-sliced straight line of the bottle body conveys the tough carcass and the uncompromising character of an Ox. The top's shaped as an Ox horn, and also like a bullring. By extending the last stroke specifically, implies the Chinese meaning of "Niu (a slang for 'awesome') till the end".
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Download Press Kit № 123934 Zodiac Ox Edition for Beijing Chuangyitang Sales Co., Ltd. by TIGER PAN to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Niulanshan by TIGER PAN
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Zodiac Ox Edition by TIGER PAN
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TIGER PAN Niulanshan
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TIGER PAN Zodiac Ox Edition
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Beijing Chuangyitang Sales Co Ltd Brand Logo
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Niulanshan Zodiac Ox Edition Press Releases
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Niulanshan Zodiac Ox Edition Media Articles
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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".
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
Project Overview
Niulanshan Zodiac Ox Edition has been a Silver winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
TIGER PAN was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Niulanshan Zodiac Ox Edition.
TIGER PAN Press Releases
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Introducing Niulanshan Zodiac Ox Edition by TIGER PAN
Niulanshan Zodiac Ox Edition by TIGER PAN is a modern abstract design inspired by the tough and uncompromising character of an Ox, launched in China in December 2020.
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