Jinlongquan Yanzhi Ntim by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award Hlau in Tsim Ntim Khoom Competition Category.

HlauNtim Khoom· 2022

Jinlongquan Yanzhi Ntim

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

A' Design Award Hlau Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #126388

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Colors

The Design

About Jinlongquan Yanzhi Ntim

Jinlongquan hom tau nyob hauv Hubei rau ntau tshaj 40 xyoo. Lub sijhawm no, nws tsim cov npias uas tuaj yeem sawv cev rau Hubei kab lis kev cai. Tus tsim qauv siv Suav calligraphy los qhia cov kab lis kev cai ntawm cov lus. Nyob rau tib lub sijhawm, nws pleev xim rau cov tsev neeg sawv cev tshaj plaws thiab cov dej hauv Hubei (Hubei muaj lub koob npe nrov ntawm kev ua ib lub xeev nrog ntau txhiab lub pas dej), cov cim thiab kev noj zaub mov, thiab ua ke ntau qhov tsw ntawm lub neej thiab kev xav ntawm kev zam. Cov neeg tuaj yeem tham txog hom lus ntawm lub raj mis. Ua tib zoo saib ntawm koj lub nroog hauv cov duab kos kom txhim kho kev sib raug zoo nrog cov neeg siv khoom.

The Recognition

About the A' Design Award Hlau

Jinlongquan Yanzhi Ntim yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Jinlongquan Yanzhi Ntim xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Jinlongquan Yanzhi Ntim tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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