Silver Packaging Design · 2022
Jinlongquan Beer Packaging
by Jin Zhang
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: InBev jinlongquan beer (Hubei) Co., Ltd
- Estimated Number of Design Views: 37,448
- Verification code AA17658B28 · Verify this award
About Jinlongquan Beer Packaging
Jinlongquan beer hopes to launch a medium and high end product that can not only convey the long history of the brand, but also make consumers feel good quality; designers use rich illustrations to depict hops, ears of wheat, wooden wine barrels, beer, water sources and other elements, so that the packaging has a strong beer industry attribute; more importantly, the illustrations include the brand image symbol of Chinese dragon sculpture in the former site of Jinlongquan distillery in 1978, as well as the redesign of logo font and brand red, forming a strong brand recognition.
This distinguished packaging design, recognized with a Silver A' Design Award in Packaging Design, represents a sophisticated synthesis of traditional visual language and contemporary graphic execution that positions the beverage within a rich cultural heritage framework while asserting modern design sensibilities. The designer demonstrates remarkable facility in translating mythological iconography, specifically the auspicious dragon figure long associated with power, prosperity, and celestial blessing, into a contemporary commercial context without sacrificing symbolic gravitas or visual complexity. The technical achievement here lies in the seamless integration of extraordinarily detailed illustrative work, where each dragon scale, wave crest, and botanical element receives individual attention, within a cohesive compositional whole that functions effectively at both intimate examination distance and shelf-presence viewing conditions. The decision to employ a predominantly monochromatic scheme with strategic color accents reveals sophisticated understanding of visual hierarchy and material production considerations, the restraint amplifying the impact of vermillion and gold elements while ensuring reproducibility across production runs. Thematically, the work explores the intersection of natural bounty, suggested through hop and barley illustrations, with mythological blessing, embodied in the protective dragon guardians, creating a narrative of transformation wherein earthly ingredients achieve elevated status through craft and tradition. The inclusion of barrel imagery anchors this celestial narrative in tangible craft practice, while the central solar medallion suggests both quality certification and cosmic sanction. Viewers might consider how this design navigates the delicate balance between honoring traditional visual vocabularies and asserting contemporary brand identity, and how the vessel itself becomes a canvas for cultural storytelling that extends the consumption experience beyond mere refreshment into the realm of meaningful aesthetic engagement.
Press Kit
- Unique Properties
- Rich illustrations are used to express the spirit of brand craftsmen. The illustrations are inspired by the Chinese dragon sculpture in jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water sources and other elements, reflecting the attributes of the beer industry; The redesign of logo font and brand red form a strong brand recognition.
- Dimensions & Packaging
- 80*250mm（jar）
- Tags
- Beer, Jinlongquan, SANBU, Wuhan packaging design
- Production Technology
- The bottle is made of iron
- Design Challenge
- As the largest beer manufacturer in Hubei, China, jinlongquan hopes to launch a medium and high-end product that can improve the brand image, which can not only convey the long history of jinlongquan brand, but also make consumers feel the good quality of the product. We should have the unique spiritual symbol of the brand and show the pure product attribute of beer.
- Project Duration
- The project was launched in Hubei, China in January 2022 and completed in Wuhan, China in February. It is expected to be listed and sold in China in April.
- Operation Flow
- 1L large tank has better display area, black-and-white illustrations depict rich details, and convey the spiritual symbol of the brand (Chinese dragon) and the product attributes of beer (hops, ears of wheat, wooden barrel, beer and water); The combination of red and gold can better highlight the brand and product information and form a rich and hierarchical packaging design scheme.
- Research
- Jinlongquan beer began to produce beer in 1978, with an annual beer production capacity of 600000 tons. It is one of the largest beer brewing bases in Central China. Jinlongquan draft beer is a medium and high-end beer product. It is brewed with more high-end raw materials, which is fresher and mellower.
- Inspiration
- The illustration is inspired by the Chinese dragon sculpture in the former site of jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water source Zhanghe Reservoir and other elements, making the packaging have strong beer industry attributes; The redesign of logo font and brand red form a strong brand recognition.
- Patents
- InBev jinlongquan beer (Hubei) Co., Ltd
Colors of Jinlongquan Beer Packaging
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G0E3 ShopDesign Interview about Jinlongquan Beer Packaging
According to the pricing of the product, this product is a relatively high-end product. It is necessary to convey the value of the product through design, and at the same time show the unique tonality and culture of the brand. The whole is presented in the form of prints, reflecting the strictness of product technology and product quality. The illustrations are inspired by the Chinese dragon sculpture at the former site of the Jinlongquan Distillery in 1978. The Chinese dragon is an auspicious thing and a spiritual symbol of the brand. The illustrations also contain elements such as hops, wheat, wooden wine barrels, beer, and the source of the water source, the Li River Reservoir, so that the packaging has strong attributes of the beer industry.
The most prominent aspects of this work are two aspects: the sense of quality and the export of brand culture. Through the design to enhance the implantation of brand culture, the formation of brand symbols and the enhancement of brand value.
This product has been listed for sale, and it is hoped that it will have good sales performance.
The design took about 2 months from idea to design to production.
This design task was assigned by our client, and the overall creative inspiration was found and completed by ourselves, and ultimately Party A was very satisfied.
This design work is the survival and sales of Yingbo Jinlongquan Beer (Hubei) Co., Ltd. We are the second party to help them do packaging design.
This design idea is derived from the product price, market positioning and brand culture.
In the past two years, some works in the form of prints have gradually appeared in China. We think that this style is very delicate and rich in details, which is very suitable for the positioning of this product, so we used this style.
The target customers of this product are customers who like fresh beer and have a certain sense of quality. Therefore, prints were used in the design to depict rich details and highlight the sense of quality. The elements include the dragon of brand culture, as well as the raw materials of beer: wheat ears, hops, water source, wooden barrels and other elements to convey the purity of beer. At the same time, the characteristics of "fresh" beer were specially marked with words.
The biggest difference between this design and other products of the same type is the use of "dragon," which is the super symbol of the brand. It is closely related to the brand name and is the DNA of the brand. At the same time, it is combined with "water source," which is also a very big advantage of the brand. These are all unique to the brand. More resources, of course, this large can of beer, many brands can not achieve such a delicate performance, which is completely different from other products.
This is the product name given by Party A, which is the brand name of Party A.
Drawing board, Adobe Illustrator, Cinema 4D
I think the most unique is the overall concept combination, which shows the product quality, brand cultural symbols, beer product characteristics and freshness.
The design was done by me alone.
This design uses very few colors, and the requirement for printing technology is to be accurate, because there are so many lines.
We did a visual breakdown of the brand's old products before doing this design, and studied the same type of products of other brands. It can be determined that they do not have this style, so this market research can make this design stand out on the shelf.
The biggest challenge in the production of this design work is the accuracy of printing. It is not allowed to have misalignment and produce ghosting. Fortunately, the quality of printing is very good.
First of all, we ourselves and our clients are very satisfied with this design, so we are confident that we can win the award. We need to get professional recognition. At the same time, thanks to the A' Design Award's scoring mechanism, when we get the initial score, we are more convinced that we should submit this work.
The print style used in this design work is a print style that we have rarely tried before. This bold attempt has allowed us to get recognition, which has also increased our confidence. Although the process takes more time, we think it is worth it.