Passion Fruit Bier by Jin Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award in Bronze in Verpackungsdesign Competition Category.

BronzeVerpackung· 2024

Passion Fruit Bier

by Jin Zhang

Client: Wuhan Sanbu Brand Design

A' Design Award in Bronze Winner in Verpackung Category

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Verified Award Winner
Verify Award Status for #161420

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The Design

About Passion Fruit Bier

2024 ist das Jahr des Drachen in China. Die Marke dieses Bieres heißt „Golden Dragon Spring", weshalb der Designer den „Drachen" darstellt, der den Markengeist und den chinesischen Geist repräsentiert und zu einem wichtigen visuellen Element dieser Verpackung wird. Gleichzeitig handelt es sich um ein Craft-Bier mit Passionsfruchtgeschmack. Der Designer verwendet die Zweige und Blätter der Passionsfrucht sowie die wichtigsten Elemente des Bierbrauens – Weizenähren und Hopfen – um eine lebendige Szenerie zu schaffen, die den erfrischenden Geschmack der Passionsfrucht hervorhebt.

The Recognition

About the A' Design Award in Bronze

Passion Fruit Bier ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Passion Fruit Bier wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Passion Fruit Bier befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Behind the Design

Press Kit

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

Unique Properties: The packaging design uses the branches and leaves of passion fruit, as well as the most important wheat ears and hops for brewing beer, to create a vibrant scene and highlight the refreshing taste of passion fruit. At the same time, 2024 is the the Year of the Loong in China. The brand of this beer is called "Golden Dragon Spring", so the designer depicts the "dragon" representing the brand spirit and Chinese spirit, becoming an important visual element of this package.
Dimensions & Packaging: height 250mm x diameter 80mm
Tags: Beer, Jinlongquan, SANBU Design, 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 producing beer in 1978 with an annual beer production capacity of 600000 tons, making it one of the largest beer brewing bases in central China. Jinlongquan Baixiangguo Craft Beer is a mid to high end beer product that is brewed with higher end ingredients, making it fresher and more mellow. Combining 2024 is the the Year of the Loong in China and the "dragon" contained in the brand name, the designer depicts the "dragon" as the main element.
Inspiration: The creative inspiration mainly comes from two aspects: first, this beer created in spring, the overall packaging design conforms to the lush scene of spring, and through the combination of elements such as passion fruit branches, fruits, wheat ears, hops, etc., it highlights the refreshing taste; Second, 2024 coincided with the the Year of the Loong in China, and there was also a "dragon" in the brand name, so designers naturally portrayed the "dragon" as the main visual element.
Project Duration: The project started in Wuhan, China in February 2024 and was completed in March 2024. It is expected to be sold in China in May 2024.
Operation Flow: The 1L large iron can has a better display area. Copper engraving style illustrations depict rich details, and convey the spiritual symbols of the brand (Chinese Loong) and the product attributes of beer (passion fruit, hops, wheat ears); The combination of purple, gold, and green highlights the passion fruit flavor and vibrant green, forming a rich and layered packaging design scheme.
Patents: InBev jinlongquan beer (Hubei) Co., Ltd
Team Members: Designer: Jin Zhang
illustration: Jin Zhang