Country
中国(China)
Official website
无
Company Introduction
Hangzhou Xinying Beverage Co., Ltd. was established in 2019, and the core founding team has 15 years + experience in well-known FMCG entities and has been immersed in culture and art for many years. Focusing on culture plus new consumption and holding the brand concept of nature, easy regimen and fun, we are dedicated to empowering the Chinese rice wine to be fashionable and technology-rich with international exposure, redefining Chinese rice wine with excellent quality, unique skills and innovative culture, and making people in the world fall in love with the authentic Chinese taste. The series of ShanHaijin is a drink brand created jointly by a cultural mater and Xitang Old Wine, a 400-year old time-honored winery.
Images
Brand Name
ShanHaijin
Designer Name
Junru Chen
Position of Designer
Product designer
Target Group
The post-80s and post-90s are the backbone of the new middle class. They love life, pay attention to health, and have a good aesthetic and international vision.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel
Positioning
大货 Mass Production
Design Story
Innovation and change are also underway in the rice wine industry as a new wave of Chinese brands is sweeping across the consumer market. As a new Chinese style of rice wine, ShanHaijin hopes that this series will become a concrete embodiment of Chinese aesthetics and humanistic traditions, as well as redefining Chinese rice wine. This series is named “银河” (The Galaxy) and “玄黄” (Xuan huang), with a story setting in the distant and indistinct world full of infinite imagination. The design is inspired by “everything starts from nothing and is born from something”, and combines the Eastern philosophy of “great truths are always simple” with the Western modernist design concept of “less is more”. They are filled in Galaxy white and black bottles with a long neck and partially left blank, which not only gives a three-dimensional and transparent sense, but also displays a rich sense of layer, so that users may have a more ethereal aesthetic imagination.
Highlights
1.Elegant and meaningful name 银河(The Galaxy) is inspired by an ancient poem by Bai Juyi: “a waning moon hangs high in the night sky, the Milk Way in autumn is the same every year”. It not only creates a romantic classical aura, but also arouses people’s infinite desire to explore the bright strip of light in the night sky. 玄黄(Xuan Huang) derives from the Chinese classical book “Yi-Kun”: “Huan Huang united the essence of Heaven and Earth.” The color of the Heaven gives honorable status, and also represents the virtue of being as steady as a mountain and as quiet as a rock. 2.Aesthetic and practical function The new incense holder is the icing on the cake, making the secondary use possible and contributing to the environmental protection.
Market Performance
N/A
Material
其他
Craft
The bottle of the “The Galaxy” is made of crystal white glass, and presents a sense of white porcelain due to the use of spraying process, echoing the aesthetic trend of “plainness is beauty” and embodying the concept of “between nihility and nothingness”. The bottle of Xuan Huang is sandblasted to show the mysterious and noble temperament. Both the cap and bottle of this series use rice as the brand's visual hammer, echoing the organic rice brewing concept of purity, nature and ecology. The materials are designed with all-metal one-piece CNC machining process, manifesting the elegance and mysterious high-tech personality. The body is simple, smooth, modern and elegant, like a modest gentleman who is as warm as jade.
Does the design solve the problems that are common across the product category?
The materials are designed with all-metal one-piece CNC machining process, manifesting the elegance and mysterious high-tech personality.
What functional designs of the work have enhanced the user experience?
The new incense holder is the icing on the cake, making the secondary use possible and contributing to the environmental protection. It also shows the deep-down cultural temperament of the Chinese people.
Does the work consider sustainability (environmentally or commercially, or both)?
The new incense holder is the icing on the cake, making the secondary use possible and contributing to the environmental protection. It also shows the deep-down cultural temperament of the Chinese people.