Yanjing White Beer 맥주 패키지 디자인 by Gen Xu and Feihu Han

Yanjing White Beer 맥주 패키지 디자인 by Gen Xu and Feihu Han is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2021

Yanjing White Beer 맥주 패키지 디자인

by Gen Xu and Feihu Han

Client: Beijing Yanjing Brewery Co.,Ltd.

A' Design Award 동상 Winner in 패키징 Category

11,216

Verified Award Winner

Verify Award Status for #120520

View at A' Design Award Press Release Award Badge

Colors

The Design

About Yanjing White Beer 맥주 패키지 디자인

옌징 화이트 비어는 병맥주와 캔맥주를 위한 패키지 디자인이다. 그래픽은 중국과 독일의 문화적 요소를 결합했으며, 컬러는 독일 축구 유니폼에서 가져오고 맥아와 홉의 이미지를 더해 화이트 비어의 발상지인 독일에 경의를 표한다. 방패 모양의 타이틀 패널이 제품명을 부각시키는 동시에 레이아웃의 균형을 유지한다. 캔은 평균적인 손바닥 크기에 맞춰 안정적으로 쥘 수 있도록 했고, 아래로 갈수록 좁아지는 병은 어느 높이에서든 잡기 편하다. 병은 재활용 가능한 유리로, 캔은 재활용 가능한 알루미늄으로 제작되었다.

The Recognition

About the A' Design Award 동상

Yanjing White Beer 맥주 패키지 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Yanjing White Beer 맥주 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Yanjing White Beer 맥주 패키지 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: Yanjing white beer is a new brand promoted by Yanjing Group, which integrates the alcohol and sports culture of China and German. The designing elements are based on the uniform of German football team. While the malt and hops symbolize the fusion of eastern and western culture as well as respect for the original place of white beer. This design helps spread the concept of white beer and also makes the package more recognizable.
Dimensions & Packaging: 67.4*67.4*248mm, 54*54*170mm
Tags: White beer, liquor package, fashionable appearance, cultural connotation, innovative interaction
Production Technology: The package of Yanjing White Beer is made of recyclable aluminum material (canned beer) and recyclable glass (bottled beer). The integrated bottle saves material cost. By presenting the pure ingredients of beer-making, malt and hops, customers can taste the special and abundant flavor of beer and get perfect drinking experience.
Design Challenge: The white beer has been an independent category in Chinese market, but there is further room for the improvement of its market awareness, which still belongs to minor beer. With innovation in terms of fermentation, materials and craft, it guides the new trend of healthy liquor-drinking. Meanwhile, it breaks the market situation of white beer, stimulating the consumption of white beer, refreshing the traditional cognition of white beer and building brand image by the logo and original package.
Research: According to research, most alcohol consumers pursue high-end, individual and high-quality products. And traditional white beer emphasizes foreign background and European and American culture, which does not cater to the aesthetics and taste of Chinese customers. While the new package of Yanjing white beer introduces Chinese characteristics on this basis, which shows the confidence of Yanjing Beer on Chinese culture.
Inspiration: The package design is inspired by the pure ingredients in malt and hops. The entire package adopts shield-like title, which matches with the recognizable slogan well and highlights the words of White Beer. Meanwhile, the Chinese and German cultural elements, malt, hops and German football team are used as decoration, which shows respect for German, the original place of white beer.
Project Duration: The project was started in Beijing in September, 2020 and put on sale in November, 2020.
Operation Flow: The can of white beer is designed according to the palm size of most customers so as to facilitate their holding and grasping and avoid easy slipping. While the bottled white beer adopts tapered design so that customers can grasp it properly at any height. The pull ring design on the cap can allow customers to easily open it without an opener at any time and any place.
Team Members: Feihu Han
Gen Xu
Da Wu