Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi by Jansword Zhu

Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi by Jansword Zhu is a highly esteemed winner of the very prestigious 2020 A' Design Award Hao in Hoʻolālā ʻUhi Competition Category.

HaoʻUhi· 2020

Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi

by Jansword Zhu

Client: Jansword zhu

A' Design Award Hao Winner in ʻUhi Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi

Kikokikona Puke: ʻO Utobeera he hoʻolālā hoʻopaʻa no kekahi pia hua ʻai. Ua hoʻoulu ʻia ka inoa ʻo Utobeera e ka huaʻōlelo Utopia, a hōʻike ia i nā waiwai o ka hui e like me ke kaulike, nā pono kanaka, ka ʻokoʻa like ʻole, ke kūʻokoʻa, a me ke aloha. Ua hoʻonohonoho hou ʻia ʻehā mau kiʻi kaulana mai ka mōʻaukala noʻeau ma kekahi ʻano kiʻi psychedelic: ke kanaka pāpale a Rene Magritte, kekahi kaikamahine i ʻaʻahu ʻia i ka lole Kina, ʻo Bacchus, ke akua o ka waina, a me ke akua Kina o ke ola lōʻihi. Ua hoʻololi ʻia kēlā me kēia hua ma nā kiʻi kumu i kiʻi hua kalapona kikohoʻe. Kuhikuhi ka hoʻolālā i ka moʻomeheu cyberpunk a hoʻohana i nā kala Pantone a me ke kaomi ʻōniʻoniʻo (foil pressing).

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Utobeera Hana Nui: Ka Hoʻopaʻa ʻAna o ka Pia Hua ʻAi no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

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

Unique Properties: The name “Utobeera” was inspired by the word“Utopia”, which shows the value of the brand : equality, human rights, diverse, unique and love. Four famous figures in art history was applied and been turned into a tipsy illustration style “Psychedelic Art”. They are hat man by Rene Maggritte, a girl in Chinese dress, the god of alcohol Bacchus and The god of Longevity in China. Each fruit figure in original work has been replaced by an another digital style fruit figure to make it controversial.
Dimensions & Packaging: 50mm*50mm*210mm
Tags: Fruitbeer, Ale, Utopia, illustration, fruit, Cyberpunk, pop
Production Technology: Pantone color used, foiled press
Design Challenge: Concept of the illustration
Research: The trend research of Youngers.
Inspiration: The whole design has a strong hint on Cyber Punk Culture, which tends to attract cool young consumers and reflect the digital and incredible age.
Project Duration: The project started in August 2019 and finished in February 2020 in Beijing, Shanghai, Handan
Operation Flow: The key frame proceeding illustrations.
Patents: Copyrights belong to Utobeera and Jansword zhu.
Team Members: Art Director: Jansword Zhu
Designer: Sola Wang, Ma Deqiang
Illustrator: Jansword Zhu
Consultant: Li Qing
Account Manager: Jinn Liu
Photographer: Chenglong Zhang