Snow Breweries - Jiang Xin Ying Zao Beer by Tiger Pan and Dong Yan

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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 product’s 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 glass bottle is 500ml. 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 (5) :
Design Director:Tiger Pan, Designer: Qian Chi , Designer: Dong Yan, Illustrator: Ping Yi and 3D max: Juanjuan Wu

IMAGE CREDITS:
Tiger Pan and Dong Yan, 2017.

Visit the following page to learn more: http://www.snowbeer.com.cn/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
China Resources Snow Breweries

PROFILE:
China Resources Breweries Co., Ltd, also known as Snow Beer, founded in 1994, is company that specializes in production and management of beer. The company’s headquarters is based in Beijing, China. Currently Snow Beer owns more than 98 breweries, including Snow Beer and 30 other regional brands. 2016 the total sales of the company’s beers has surpassed 117million kiloliter, which takes up 26% share of the Chinese market of beer. Since 2011, the company’s sales volume and that of Snow Beer have both exceeded ten million tons and remained a steady increase.

NOMINATION DETAILS

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

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Tiger Pan and Dong Yan is also kept secret. This information will also be available later.
AWARD DETAILS

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



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