Jinlongquan Beer Packaging by Jin Zhang is a highly esteemed winner of the very prestigious 2022 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2022
Jinlongquan Beer Packaging
by Jin Zhang
Client: InBev jinlongquan beer (Hubei) Co., Ltd
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #138718The Design
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.
The Recognition
About the Silver A' Design Award
Jinlongquan Beer Packaging is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Jinlongquan Beer Packaging is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Jinlongquan Beer Packaging is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Award-Winning Brand Identity and Packaging Design
We craft culturally rich brand identities and packaging designs that elevate Chinese brands. With 15 years of experience and 130+ international awards, we blend strategic thinking with emotional storytelling to create designs that connect with consumers and drive commercial success.
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Design Interview
What is the main principle, idea and inspiration behind your design?
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.
What has been your main focus in designing this work? Especially what did you want to achieve?
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.
What are your future plans for this award winning design?
This product has been listed for sale, and it is hoped that it will have good sales performance.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- 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.
- 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.
- Patents
- InBev jinlongquan beer (Hubei) Co., Ltd
- Team Members
- Designer: Jin Zhang
illustration: Jin Zhang
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