2021 is Chinese zodiac year of the ox. Niulanshan launches a new product of Chinese spirit to celebrate the special time as its name is with the Chinese character of ox. Niulanshan is a representative brand of Chinese spirits, with a light flavor. Its name means a mountain looking like a golden ox. There is a myth saying that once upon a time, there is a golden ox showing up, carrying a meaning of fortune and happiness.
We break through the routine image of the brand and create this new bottle for the ceremonial edition. The glass is much taller than standard products and its shoulder is cut straight so as to look stronger and sharper. The inspiration of the cap comes from the nose of xo, which also looks like a nose ring. The abstract and geometrical carving of the bull head leaves a strong impression and allows a special opening interaction. The neck is depicted with the texture of ear of wheat and sorghum. The acrylic material to be painted gold and with embossment effect, fits well into the stainless bottle. The Chinese character of ox (NIU) is written in a calligraphic way and the longer-than-usual vertical line aims to highlight the visual focus. Overall, the new package follows the rule of “less is more”, meanwhile, tells a clear story and draws wide attention.
Erguotou is one of the classic Chinese spirits and Niulanshan stands on the top of it. Its price is reasonable and quality is stable for 12 decades, so it is widely consumed. Yet the low price of this kind of spirit is becoming a stereotype. In this case, the product is no longer cheap with the better quality and the suiting packaging.