Jinlongquan Yanzhi Pecynnu by Jin Zhang is a highly esteemed winner of the very prestigious 2022 Gwobr Haearn A' Design Award in Dylunio Pecynnu Competition Category.

HaearnPecynnu· 2022

Jinlongquan Yanzhi Pecynnu

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

Gwobr Haearn A' Design Award Winner in Pecynnu Category

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Colors

The Design

About Jinlongquan Yanzhi Pecynnu

Mae brand Jinlongquan wedi bod yn Hubei ers dros 40 mlynedd. Y tro hwn, mae'n creu cyfres o gwrw a all gynrychioli diwylliant Hubei. Mae'r dylunydd yn defnyddio caligraffeg Tsieineaidd i fynegi'r diwylliant tafodiaith. Ar yr un pryd, mae'n paentio'r adeiladau a'r system ddŵr fwyaf cynrychioliadol yn Hubei (mae gan Hubei yr enw da o fod yn dalaith gyda miloedd o lynnoedd), cymeriadau a golygfeydd defnydd, ac mae'n integreiddio mwy o flas bywyd ac ymdeimlad o ffasiwn. Gall pobl siarad am y dafodiaith ar y botel. Edrychwch ar eich tref enedigol yn yr enghraifft i wella'r rhyngweithio â defnyddwyr.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Jinlongquan Yanzhi Pecynnu yn enillydd Gwobr Haearn A' Design Award, cydnabyddiaeth fawreddog a roddir i ddyluniadau da sydd yn bodloni'r gofynion proffesiynol a diwydiannol a ddisgwylir gan greadigaethau wedi'u dylunio'n dda. Mae enillwyr Haearn yn dangos medrusrwydd mawr, arbenigedd uchel, dealltwriaeth arbenigol a gallu creadigol eu crewyr. Disgwylir i Jinlongquan Yanzhi Pecynnu fod yn greadigaeth uchel ei bri, a edmygir ac a anwylir, sydd yn ymarferol ac yn arloesol. Mae'r dyluniad buddugol hwn o Wobr Haearn A' Design Award yn integreiddio arferion gorau'r diwydiant ac mae ganddo nodweddion technegol cymwys wedi'u cysylltu â gwybodaeth ymarferol a dawn. Parchir Jinlongquan Yanzhi Pecynnu am ei drylwyredd ac fe'i dyluniwyd i ddarparu gwelliannau ansawdd bywyd sydd yn helpu i wneud y byd yn lle gwell.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The designer broke the European style design routine of beer, and expressed the most authentic dialect culture in the way of handwritten calligraphy. At the same time, he painted the most representative buildings and water systems in Hubei (Hubei has the reputation of being a province with thousands of lakes) and the depiction of characters and consumption scenes, integrating more fireworks and fashion, forming a "river lake Hubei" picture. Let people use the dialect on the bottle to talk while drinking, find their hometown in the illustration, interact with consumers and get closer.
Dimensions & Packaging: 253mm*65mm*65mm This is a series of glass bottles of beer. The glass bottles can better retain the original flavor of beer. In addition, the color of this beer is clear. It uses transparent glass bottles with light color labels to make it clear and cool.
Tags: Beer, Hubei, dialect, illustration, Calligraphy, China
Production Technology: Glass bottle aluminized paper
Design Challenge: The biggest challenge is that there are many dialects in Hubei, which are very rich and different. In order to express them more accurately, the designer specially consulted many local people and experts. At the same time, in order to enrich the performance, the designer inspected the representative buildings in many areas of Hubei, and finally drew a beautiful scroll of Hubei.
Research: In the discussion of how to express Hubei culture and how to integrate into beer culture, the dialect version of wine words was recommended. It can not only express the authentic Hubei culture, but also shorten the distance with consumers and enhance the interaction. For this reason, the designer consulted the experts and professors of language to express dialect more strictly. At the same time, the designer of handwritten font is required to write brush words to reflect its uniqueness and uniqueness.
Inspiration: Jinlongquan brand has been in Hubei for more than 40 years. It has long been a representative beer brand in Hubei, but none of its beer interprets Hubei culture. Now Hubei is a province with high attention in the world. Designers use this advantage to design a series of products with Hubei culture. Dialect is a very good choice.
Project Duration: The project started to be created in April 2021, produced in May, and is expected to go on sale in Hubei in June
Operation Flow: While drinking beer, you can tell your friends the dialect on the bottle and find your hometown in the illustration. It makes people feel more friendly and can quickly shorten the distance between you and consumers.
Patents: Copyright by InBEv Jinlongquan Beer (Hubei) Co., LTD., 2021
Team Members: Creative director: Jin Zhang