Snow Breweries-Jiang Xin Ying Zao Beer by Tiger Pan

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DESIGN DETAILS
DESIGN NAME:
Snow Breweries-Jiang Xin Ying Zao

PRIMARY FUNCTION:
Beer

INSPIRATION:
Window lattice somehow represents Chinese pursuit of high quality of life. In terms of necessity, door is always indispensable for household but window is luxury to some extent. Window is normally built up for ventilation and lighting. So, by the framework engraved elaborately on the bottle, we interpret people’s cultural inheritance and quality quest in the era of consumption upgrade.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Main part of the glass bottle are traditional Chinese window frames carved in relief. We adopt an old technique named “Bubujin” to forge those frames, which imply the meanings of a promising career and a bright future. The 4 Chinese characters of 匠心营造 are embedded subtly into the frames in a vertical order.We therefore found out a standpoint to design it, ingenuity is no longer showed off and only the perfection of every single detail is kept, which is exactly the extreme expression of the name.

OPERATION / FLOW / INTERACTION:
The graphic design is elaborated to convey the concept of ingenuity and originality, which in Chinese is exactly Jiang Xin(匠心). In China,one of the great inventions of ancient China is compass. So we make it stand out in the pattern to remind consumers of the creative work of brewery.And the concave and convex tactile touch reduces the chance of slippery drop-off.

PROJECT DURATION AND LOCATION:
The project started from July 2017 and finished in September 2017. The design is done in Shenzhen, proofing in Shanghai, production in Beijing.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
We adopt spot-color printing on the aluminum can and the glass bottle. The middle part of the glass bottle is a compass of ancient China, which was forged with the technique of hot stamping on glass. And another special processing is to make the surface of the glass concave and convex.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Capacity of the two bottles are respectively 500ml for the aluminum can and 500 for the glass bottle. The can is in height and in diameter. The bottle is in height and in diameter.

TAGS:
Tiger Pan, Alcohol, Beer, Package Design, Graphic Design, Illustration, Snowflake,Snow Beer

RESEARCH ABSTRACT:
This case is a before-after one. The former design, as is shown in one of the pictures, is created by the client itself. And we realized that the former package failed to convey the core value of Jiang Xin(ingenuity). We upgraded the package design by illustrating a special element of window frame from Suzhou traditional garden in China, which is one of the well-known architecture around the world. And in Chinese culture, the building stands for painstaking creation. So we decide to adopt the element from it to demonstrate the concept of ingenuity and originality(Jiang Xin), which will eventually attract consumers attention and raise cultural identity.

CHALLENGE:
The technique needed in this case is not easy to realized as it is time-consuming and painstaking. But we have to admit it is the better technique to showcase the graphic design compared to other common ones. However, we need to compromise when it comes to mass production.

ADDED DATE:
2017-09-27 03:12:35

TEAM MEMBERS (3) :
Designer:Tiger Pan, Illustrator: Ping Yi and Assistant: Qian Chi

IMAGE CREDITS:
Tiger Pan, 2017.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
China Resources Snow Breweries

PROFILE:
Snow Beer is a leading Chinese brand of brewery with a top 1 sales volume globally. It is well-known to people in China, especially in the south. They have a long history of brewery and a wide range of product lines.

NOMINATION DETAILS

Snow Breweries-Jiang Xin Ying Zao Beer by Tiger Pan is a Nominee in Packaging Design Category.

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AWARD DETAILS

Snow Breweries-Jiang Xin Ying Zao Beer by Tiger Pan is Winner in Packaging Design Category, 2017 - 2018.



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