Jinlongquan Beer Igbe Onyinye by Jin Zhang

Jinlongquan Beer Igbe Onyinye by Jin Zhang is a highly esteemed winner of the very prestigious 2023 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2023

Jinlongquan Beer Igbe Onyinye

by Jin Zhang

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

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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Colors

The Design

About Jinlongquan Beer Igbe Onyinye

Igbe onyinye a na-eji ihe ndekọ kachasị ewu ewu na 1980 dị ka ihe okike okike, nke ga-echetara ọtụtụ ndị mmadụ, gụnyere ndị na-eto eto, ihe ncheta ha ma nweta ezi mmekọrịta mmetụta uche. Onye na-emepụta ya ji igbe kaadiboodu kpụrụ akpụ, nke bara uru, dị mma gburugburu ebe obibi na nchekwa ego. N'otu oge ahụ, o ji nkà meghere oghere atọ gburugburu n'ihu igbe onyinye ahụ, nke nwere ike ịhụ ụdị ngwaahịa biya dị iche iche n'ime ya, na-enweta nhazi nke mmetụta uche, nchebe gburugburu ebe obibi na ọrụ.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Jinlongquan Beer Igbe Onyinye meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Jinlongquan Beer Igbe Onyinye ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Jinlongquan Beer Igbe Onyinye na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

Behind the Design

Press Kit

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

Unique Properties: Jinlongquan Beer has a history of more than 40 years in China. It has been liked by people since 1977. This gift box is designed to give back consumers' love for Jinlongquan for so many years. Therefore, it uses the most popular tape recorder model in the 1980s as the creation prototype. With this image, it creates a silent classic sound to convey the brand's position in consumers' hearts, and convey the idea that beer brings unlimited fun to people.
Dimensions & Packaging: Width 370mm x Depth 70mm x Height 310mm
Tags: Jinlongquan Beer, Gift Box, Jin Zhang, Wuhan SANBU, Packing Design, China
Production Technology: Although this is a gift box, in order to avoid excessive packaging, the designer only used corrugated boxes to achieve this, which is practical and environmentally friendly and saves the brand money. At the same time, taking advantage of the modeling characteristics of the tape recorder, three circular holes were opened on the basis of not damaging the integrity, so that consumers can clearly see several different types of beer products in the gift box from the outside, achieving the dual protection of brand culture and function.
Design Challenge: The biggest challenge of this gift box is to control the production cost, but the designer perfectly solved it through creative modeling, and the corrugated box is also very environmentally friendly. Another challenge lies in the internal fixed structure. The designer gave up the simple but not environmentally friendly foam and solved it by blocking the product through the opening of the carton, so that the whole gift box can reach the most environmentally friendly state.
Research: When doing this design, the designer started to study the brand development process and found out several important nodes of the brand development. He used the most popular recorder in the brand's initial years as the creation prototype, which not only demonstrated the long history of the brand, but also had emotional interaction with consumers. He also used the important year of the brand on the FM number of the recorder, and used this natural way to integrate the brand into the design.
Inspiration: The inspiration for this design comes from the starting year of the brand. The 1980s was a very interesting time. At that time, the most popular way for young people was to carry a recorder, dance and sing in bell bottoms, and be very happy. This is exactly the pleasant feeling that beer can bring to people. From the physical and spiritual aspects of the brand, it is very consistent.
Project Duration: The project will start in Wuhan, China in June 2022, be completed in Wuhan, China in July 2022, and be exhibited in Hubei, China in September 2022.
Operation Flow: This gift box uses the most popular recorder in the 1980s as the creation prototype, which will remind many people of their memories. In the current trend of retro, many young people also like this retro design, so it can cover a very wide range of consumers' ages. Emotional interaction is the interaction that can bring consumers the greatest memory point, and will bring better brand goodwill to the brand.
Patents: The intellectual property/patents/copyrights belongs to InBev Jinlongquan Beer