Jiangxiaobai Liquor Packaging by Tiger Pan |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Jiangxiaobai PRIMARY FUNCTION: Liquor Packaging INSPIRATION: With the changes of society, Jiang Xiaobai needs to change the outdated aesthetic methods and concepts to cater to the new consumers by upgrade and iteration. The mission is to keep Jiang Xiaobai’s classic impression for our audiences while completing the contemporary transformation. The upgraded Jiang Xiaobai is supposed to stimulate essential consumers’ demand and activate the enthusiasm of younger audiences. With the launch of the new Jiang Xiaobai packaging, we are seeking to reconstruct a new national high-alcohol liquor that is younger, cooler, and vital. UNIQUE PROPERTIES / PROJECT DESCRIPTION: To cater to the improving aesthetic of the younger generation, Jiang Xiaobai needs to change the outdated aesthetic methods and concepts by upgrading and iteration. The upgraded Jiang Xiaobai is supposed to stimulate essential consumer demand and activate the enthusiasm of younger audiences. With the launch of the new Jiang Xiaobai packaging, we are seeking to reconstruct a new national high-alcohol liquor that is younger, cooler, vital, having more courageous expression and more attitude. We don’t just create a container, but it also carries the desire to express the emotional value of our core consumers. OPERATION / FLOW / INTERACTION: Competing with Maotai and other classic baijiu in China, Jiang XIaobai is looking for a more trendy and energetic position in the market. To catch young audiences' attention, we create a livelier logo to carry the emotions of the youth. Colors are made strong, clean, and direct to be highly recognizable. The lines of the bottle express a strong attitude. With all these decisions, Jiang Xiaobai builds an identity and idea that support young people to face negative emotions and can become more attractive to younger audiences. PROJECT DURATION AND LOCATION: 2023 Completed design and proofing work in Shenzhen. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The logo is inspired by the isometric projection of the shipping box, showing a stronger attitude and more interaction. Therefore, the shipping box can be seen as a larger 'logo' when it is observed at a certain angle. The 30-degree upward tilt angle on the bottle's shoulder matches the natural hand placement Bottle is center symmetrical, the two shoulders go up from different directions on each side and coincide at the neck, stroke angular feeling, representing a positive attitude. The inclined bevel is very suitable for the consumer's thumb and index finger placement, and can give consumers a interesting visual experience. SPECIFICATIONS / TECHNICAL PROPERTIES: Product size: 30mm*70mm*130mm. TAGS: packaging, baijiu, bottle, tigerpan RESEARCH ABSTRACT: Unlike other Baijiu brand that targeting on traditional mid-aged consumers, Jiang Xiaobai aims for younger audience. However, today's young people have a given-up attitude due to the pressure of life. The upgraded Jiang Xiaobai is trying to stimulate and activate the enthusiasm of younger audiences. With its expression bottle, Jiang Xiaobai encourages people to share their mental world. This approach made Jiang Xiaobai extremely popular among young people and expand the market over 20 countries. The bars and clubs has become the best market for Jiang Xiaobai, where western alcohol used domain, expanding its audience beyond traditional market. CHALLENGE: The use of two pieces of abrasive oblique development of die production, to maximize the restoration of the glass bottle's angular design feeling, but also need to consider the production process of yield, collision fragile and other issues. ADDED DATE: 2023-06-28 11:49:21 TEAM MEMBERS (5) : Chief Designer: Tiger Pan, Designer: Chen Yiwen, Project Management: Peng Lei, Technical Direction: Xie Zhangkun and Rendering performance:Ma Chao IMAGE CREDITS: Tiger Pan |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Jiangji Distillery PROFILE: Jiangxiaobai is a Chinese light-aroma baijiu brand that produces grain spirits with focus on the market of young adults. |
| AWARD DETAILS | |
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Jiangxiaobai Liquor Packaging by Tiger Pan is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Tiger Pan for design Jiangxiaobai here.· Press Members: Login or Register to request an exclusive interview with Tiger Pan. · Click here to register inorder to view the profile and other works by Tiger Pan. |
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