Kaishan Chinese Spirit 18 Neo-Chinese Spirit Package by Jansword Zhu

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DESIGN DETAILS
DESIGN NAME:
Kaishan Chinese Spirit 18

PRIMARY FUNCTION:
Neo-Chinese Spirit Package

INSPIRATION:
The label inspired from Chinese painting hand-roll and the asymmetry structure of the label is unique. The 18 cutting surface of the bottle also make the mountain look different in different aspect, which is written in the Chinese old Poem( mountain looks different in different aspect) The flavor of Kaishan different from the old style, it combines the procedure of Gin, thus the design is also a new fresh for the Chinese traditional spirit market.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
KAISHAN 18 chinese spirit, allows the customer to drink a dream with the blue and tranquil mountain scene. The blue gradient on the shoulder would reflexing blue aura on the crystal mountain(Dragon mountain of China, Tianshan). Together with the Lucid pattern on the box abstracted from Dunhuang cave painting, the wood Chinese traditional stopper as a contrast, the design shows an heavenly peace of Chinese Aesthetic.

OPERATION / FLOW / INTERACTION:
The product lead to a great success that they make a great sales in only 3 month, also it has approvedthe checking of Many international luxury hotel and Open up the supply channel such as Four Seasons Hotels.

PROJECT DURATION AND LOCATION:
The project started in June 2018 in Shanghai/Beijing and finished in Jan 2019 in Shanghai/Beijing.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Emboss, 3D Emboss,UV, glass sculpting

SPECIFICATIONS / TECHNICAL PROPERTIES:
bottle 90*90*195 mm box 130*130*300 mm

TAGS:
Modern Oriental, Chinese Spirit, Mountain, Dreaming Blue, Neo-Chinese

RESEARCH ABSTRACT:
Chinese spirit has up to 70% of market share in Chinese alcohol market. But as the traditional Chinese spirit has a strong or even sauce-like smell and the package is old-fashioned, the young consumers is shifting to other choices rather than Chinese spirit. Kaishan is a revolutionary spirit that combine the brewing method of Gin with traditional spirit. Thus the taste is more clear and sharp. We use glass to express the clean taste, different from most spirit brand in China which usually use in porcelain. But we used porcelain blue instead of the material. And Quite surprisingly, the mountain is transparent, but reflecting the blue from shoulder, also the makes the shadow with a beam of blue. The shadow part is to be honestly beyond our expectation. The box is also an high-light of the design as the the bottle will appear as a Blue Chinese lanttern when opened from center. We do many research to make a abstract pattern deprived from Tonghuang Cave painting from thousand years ago. Also the inverted-trapezoid wood stopper originted from the alcohol vases from Tang dynasty(picture uploaded in additional file)

CHALLENGE:
The hardest part of the Chinese spirit design is that usually a bottle contains 500ml volume(less than whisky or vodka) but the Chinese spirit consumer mania with the big size and expanded visual effect of the package. (A ridiculous rule saying in the spirit sales market is that "the bigger the box, the better it sells") So we thicken the bottom of the bottle, and place the bottle in a big box in a good reason. Chinese character is also a hard part. Not similar with Japanese character which has katakana, hiragana or directly english alphabet to choose from, We have only uneven characters, and strict law of using the character "rightly". Many Chinese design lost their modernity by bad calligraphy using or over-using of crafts. This time we deal with the four character into two part and left many whitespace to generate mythical atmosphere. Asymmetry label is also challenge point, we adjust many time about the length and height of label and finally set it in 55% of the perimeter.

ADDED DATE:
2019-02-28 16:49:48

TEAM MEMBERS (6) :
Chief Designer:Jansword Zhu, Illustratior:Jansword Zhu, Assistant Designer:Sola Wang, 3D modeling & render:Ric Ding, Photographer:Zhang Chenglong and Account:Berion Sun

IMAGE CREDITS:
Photographer/Zhang Chenglong, Designer Jansword Zhu,2018

PATENTS/COPYRIGHTS:
Copyrights belong to Jansword Design/KASIHAN

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Kaishan spirit

PROFILE:
Kaishan is a revolutionary Chinese spirit brand that intend to revolution the Chinese spirit market with new distillation process, great quality and modern design. Jansword Design is a design studio focusing on branding, package design and product design in a new style,especially on foods, alcohol and art related cases. As the founder Jansword.Z was graduated from Musashino Art University, it has trilingual communication ability and international understanding to face the internationalized and various needs from clients all over the world, such as GQ, Starbucks, Yokagames, Mobike etc.

NOMINATION DETAILS

Kaishan Chinese Spirit 18 Neo-Chinese Spirit Package by Jansword Zhu 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 Jansword Zhu is also kept secret. This information will also be available later.
AWARD DETAILS

Kaishan Chinese Spirit 18 Neo-Chinese Spirit Package by Jansword Zhu is Winner in Packaging Design Category, 2018 - 2019.



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