Jinlongquan ʻo Ka Paʻi Pia by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2022

Jinlongquan ʻo Ka Paʻi Pia

by Jin Zhang

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

A' Design Award Kala Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #138718

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Jinlongquan ʻo Ka Paʻi Pia

Manaʻo ʻo Jinlongquan beer e hoʻolauna i kahi huahana waena a kiʻekiʻe ʻaʻole hiki ke haʻi wale i ka mōʻaukala lōʻihi o ka brand, akā e hoʻolilo pū i nā mea kūʻai aku i ka maikaʻi maikaʻi; Hoʻohana nā mea hoʻolālā i nā kiʻi waiwai e hōʻike ai i nā hops, nā pepeiao palaoa, nā pahu waina lāʻau, ka pia, nā kumu wai a me nā mea ʻē aʻe, i loaʻa i ka pahu ke ʻano ikaika o ka ʻoihana pia; ʻO ka mea nui loa, aia nā kiʻi i ka hōʻailona kiʻi hōʻailona o ke kiʻi kiʻi deragona Kina i ka pae mua o Jinlongquan distillery i ka makahiki 1978, a me ka hoʻolālā hou ʻana o ka font logo a me ka ʻulaʻula, e hana ana i kahi hōʻailona ikaika.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Jinlongquan ʻo Ka Paʻi Pia i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Jinlongquan ʻo Ka Paʻi Pia he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Jinlongquan ʻo Ka Paʻi Pia e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

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