Changyu Legend Fine Brandy by Tiger Pan

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DESIGN DETAILS
DESIGN NAME:
Changyu Legend

PRIMARY FUNCTION:
Fine Brandy

INSPIRATION:
Changyu Fine Brandy Legendary Family is a series of 3 products with different volume. The main idea of the new design is the branding symbol, which is the letter “Z” as the previous packaging is believed to be lacking of it. Changyu is pronounced as “Zhangyu” in Chinese or other main domestic dialects, so the use of the “Z” is basically a solid accentuation and visualization of the brand. Compared with past packaging appearance, which is regarded as outdated and not-so-easily recognizable.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Changyu is a top-ranking well-known winery brand in China. Even though brandy belongs to its secondary product line, the client is still the leading domestic brandy producer with profound influence and a long-lasting reputation since last century. We are entrusted to rebuild the whole branding image and reshape the product line so that the price of certain products can be upgraded with production cost and modern consumption phycology, where consumers no longer look for cheaper price.

OPERATION / FLOW / INTERACTION:
The big capital letter of Z stands out from the graph, drawing much more attention than its previous package. The bottle is designed into one with the profile line not straight down, which is supposed to be more stable to handle as the bottle with liquid is heavy.

PROJECT DURATION AND LOCATION:
The project was done within 4 months. The design is finished in Shenzhen, production in Shanghai.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The new design is considered as an epoch-making point with the portrait of the “Z” on the package. Apart from the elaborately designed letter, the images illustrated on the label are connected to the brand’s glorious history. The head carved on the badge is the inventor of the enterprise, who was the richest man in China back to 20th century. The brandy itself, has won 3 medals in a professional wine competition in 1950s, which was known to the whole country back then as Chinese was not open to the outer world.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The medals that immediately tell the good quality of the product are drawn on the graph. Out of the consideration of realizing the product, we repeatedly revise on all the lines so that the printing can be done perfectly. Conclusively, the new package is designed into a stylish but elegant one.

TAGS:
brandy, bottle, changyu, winery, high end

RESEARCH ABSTRACT:
The neck of the bottles is one of the most challenging part in producing. Typically, generic bottle's neck will be made with mass-production process in a straight profile line. In our case, By making our profile line of the bottle stand out, the precise calculation is needed in order to do a mass-production possible.

CHALLENGE:
Meanwhile, as we are trying to explore the shape of the bottle to make the product looks elegant, the body of Changyu brandy bottle is not a straight line and so is the neck. The producer told us that the products must be produced massively, so the technical conditions are pretty limited. The curve of the neck is precisely calculated to enable the mass product for example. For the bottle itself, we need to consider the shipping problems so it has to be contained in the carton stably. That means we need to make sure the bottom diameter is the same with the upper one. We had discussed with the producers for these and we did it by the design eventually.

ADDED DATE:
2019-02-27 07:02:15

TEAM MEMBERS (4) :
DESIGNER TEAM: , DESIGNER: Tiger Pan, and

IMAGE CREDITS:
Tiger Pan, 2019

Visit the following page to learn more: http://www.tigerpan.com
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Changyu Pioneer Wine Company

PROFILE:
Changyu is a top-ranking well-known winery brand in China. Even though brandy belongs to its secondary product line, the client is still the leading domestic brandy producer with profound influence and a long-lasting reputation since last century.

NOMINATION DETAILS

Changyu Legend Fine Brandy by Tiger Pan is a Nominee in Packaging Design Category.

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AWARD DETAILS

Changyu Legend Fine Brandy by Tiger Pan is Winner in Packaging Design Category, 2018 - 2019.



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