Budweiser Shangzun Beer by Tiger Pan |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Budweiser Shangzun PRIMARY FUNCTION: Beer INSPIRATION: The bottle is carved with 24 edges, symbolizing the twenty-four solar terms in traditional culture. The middle part of the bottle has a round blank space, inspired by the window opening structure of Chinese gardens. Shangzun beer packaging adopts a label-free design, retaining only the neck label. The upper half of the label uses special purple rice-colored paper, while the lower half employs Chinese sprinkled gold Xuan paper, symbolizing the feeling of eastern naturalism and high-end texture. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Budweiser Shangzun Purple Rice Pure Draft Beer is Budweiser's new high-end beer product in the Chinese market. Shangzun should reflect Chinese philosophical concepts, modes of thinking, emotional expression, and Eastern aesthetic temperament. Therefore, Shangzun takes traditional Chinese philosophy and architecture into the shape of the bottle. Shangzun displays eastern eastern naturalism, expressing traditional culture in a modern context, defining a new generation of beer packaging. OPERATION / FLOW / INTERACTION: - PROJECT DURATION AND LOCATION: The project started in April 2023 in Shenzhen,China, and finished in March 2024. It will be published in May 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: “Shangzun” means supreme in Chinese. The shape of the bottle includes many elements of Chinese architecture. The bottle is carved with 24 edges, symbolizing the twenty-four solar terms in traditional culture. The middle part of the bottle has a round blank space, inspired by the window opening structure of Chinese gardens, where the protruding logo enhances the overall texture. Shangzun beer packaging adopts a label-free design, retaining only the neck label, which innovatively enhances recognition and uses the unique bottle shape as the strongest visual identifier. The upper half of the label uses special purple rice-colored paper, while the lower half employs Chinese sprinkled gold Xuan paper, symbolizing the feeling of the eastern naturalism and creating a high-end brand texture. SPECIFICATIONS / TECHNICAL PROPERTIES: The dimension is 70 x 70 x 276mm. The bottle is made of brown glasses which is recyclable. The label is made of a special paper that including plastic material. It is waterproof while it has the texture of Chinese traditional sprinkled gold Xuan paper. TAGS: Beer, Chinese, premium, Budweiser RESEARCH ABSTRACT: Budweiser Shangzun Purple Rice Pure Draft Beer is Budweiser's new high-end beer product in the Chinese market. Shangzun should reflect Chinese philosophical concepts, modes of thinking, emotional expression, and Eastern aesthetic temperament. The research includes visiting museum, search for ancient architecture books, and visiting existing buildings in traditional Chinese style. CHALLENGE: The hardest part of this project is the production. The 24-edges make the bottle hard to produce and recycle. ADDED DATE: 2024-03-06 07:38:23 TEAM MEMBERS (6) : Creative Director: Tiger Pan, Execution Designer: Chen Yiwen, Execution Designer: Ruochen Duan, Craft Director: Xie Zhangkun, 3D Artist: Wu Juanjuan and Project Management: You Hua IMAGE CREDITS: Tiger Pan |
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NAME: Budweiser PROFILE: Budweiser is an American-style pale lager, a brand of Belgian company. Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser has become a large selling beer company in the United States. |
| AWARD DETAILS | |
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Budweiser Shangzun Beer by Tiger Pan is Winner in Packaging Design Category, 2023 - 2024.· Read the interview with designer Tiger Pan for design Budweiser Shangzun 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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