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
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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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