Revolutionizing Chinese Spirit: Kaishan 18 by Jansword Zhu

Neo-Chinese Spirit Package Redefines Traditional Beverage Market

The unique properties of Kaishan 18 lie in its ability to transport the customer to a dreamlike, tranquil mountain scene. The blue gradient on the shoulder of the bottle reflects a blue aura on the crystal mountain, an abstraction of China's Dragon Mountain, Tianshan. The design, complemented by a lucid pattern on the box abstracted from Dunhuang cave painting and a traditional Chinese wood stopper, exudes an aura of heavenly peace, embodying Chinese aesthetics.

Produced through techniques such as embossing, 3D embossing, UV, and glass sculpting, the design of Kaishan 18 is a testament to the innovative use of technology in design. The bottle measures 90*90*195 mm while the box measures 130*130*300 mm, a size that appeals to the Chinese spirit consumer's preference for larger, more visually impactful packaging.

The design of Kaishan 18 was a collaborative effort, with Jansword Zhu as the Chief Designer and Illustrator, Sola Wang as the Assistant Designer, Ric Ding handling 3D modeling and rendering, Zhang Chenglong as the Photographer, and Berion Sun as the Account. The project started in June 2018 in Shanghai/Beijing and was completed in January 2019.

Despite the challenges faced, including the need for a larger visual effect and the strict regulations on the use of Chinese characters, the design team managed to create a modern, aesthetically pleasing design. The asymmetry label was a particular challenge, with numerous adjustments made to the length and height of the label before it was finally set at 55% of the perimeter.

The success of Kaishan 18 is evident in its sales, with a significant number sold within just three months of its launch. It has also been approved by many international luxury hotels, including the Four Seasons Hotels, opening up new supply channels. The design was awarded Platinum in the A' Packaging Design Award in 2019, a testament to its world-class, exceptional, and highly innovative design.