Golden Cat Cwrw by Jin Zhang is a highly esteemed winner of the very prestigious 2023 Gwobr Haearn A' Design Award in Dylunio Pecynnu Competition Category.

HaearnPecynnu· 2023

Golden Cat Cwrw

by Jin Zhang

Client: InBev jinlongquan beer (Hubei) Co., Ltd

Gwobr Haearn A' Design Award Winner in Pecynnu Category

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Verified Award Winner

Verify Award Status for #146768

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Colors

The Design

About Golden Cat Cwrw

Mae hwn yn gwrw i'w fwyta gyda'r nos. Mae'r dylunydd wedi dewis y gath y mae defnyddwyr yn ei hoffi'n fawr fel y brif ddelwedd i'w dylunio, fel y gall y cwrw sefydlu cysylltiad emosiynol â defnyddwyr yn gyflym wrth gynyddu'r agosatrwydd. Ar yr un pryd, mae'r gath sy'n hoffi gweithgareddau nos yn gyson iawn â lleoliad amser defnydd (defnydd nos) y gwin hwn. Yn olaf, defnyddiodd y dylunydd hefyd batrymau Ewropeaidd clasurol ar gyfer addurno, gan wneud y label cwrw cyfan yn llawn danteithrwydd.

The Recognition

About the Gwobr Haearn A' Design Award

Mae Golden Cat Cwrw 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 Golden Cat Cwrw 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 Golden Cat Cwrw 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: This is a beer for night consumption. The designer uses the image of "cat" as the main body for packaging design, which not only conforms to the time orientation of night onsumption, but also brings a sense of intimacy to people, enabling this product to quickly establish a connection with consumers. At the same time, classical European patterns are used for decoration, making the overall design more refined.
Dimensions & Packaging: Width 58mm x Depth 58mm x Height 188mm
Tags: Jinlongquan Beer , Golden Cat Beer, Wuhan Sanbu Brand Design, Beer Packaging Design, Zhang Jin
Production Technology: Glass bottle sticker
Design Challenge: The challenge of this beer packaging design is to balance the size relationship between the main image of "cat" and the product name and brand name, so that people can not only look friendly at a glance, but also clearly see the brand and product name. At the same time, "cat" also needs to have a lot of details, and the entire label needs to have a sense of quality, which is presented on the label which is not too large.
Research: The competition in the beer market is very fierce. Simply emphasizing the beer quality is not enough to impress consumers. At this time, designers need to think more from the emotional level. How to make consumers feel friendly and quickly establish emotional connection with consumers is the most important. Therefore, based on this product consumed at night, The designer selected the "cat" that is kind and active at night as the main image for creation.
Inspiration: This beer is exclusively for night drinking. The most active time of "cat" is in the evening, which is very consistent with the consumption scene time of the product; At the same time, more and more people keep cats, and take "cats" as emotional sustenance partners. "cats" can make people feel cordial. Thinking from the above two aspects, the designer used the image of "cat" as the main image to design.
Project Duration: The project will be started in Wuhan, China in October 2022, completed in Wuhan, China in December 2022, and sold in Hubei, China in January 2023.
Operation Flow: Nowadays, people's living standards are increasing, but they are becoming more and more lonely. More and more people start to keep cats and take "cats" as their emotional sustenance partners. This beer uses "cats" as its main image to create, which can quickly establish emotional connection with people and make products quickly enter people's hearts.