Jinlongquan Yanzhi 포장은 by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2022

Jinlongquan Yanzhi 포장은

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

A' Design Award 철상 Winner in 패키징 Category

13,765
Verified Award Winner
Verify Award Status for #126388

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

Colors

The Design

About Jinlongquan Yanzhi 포장은

Jinlongquan 브랜드는 40년 이상 동안 후베이성에 있었습니다. 이번에는 후베이 문화를 대표할 수 있는 맥주 시리즈를 만든다. 디자이너는 중국 서예를 사용하여 방언 문화를 표현합니다. 동시에 그는 후베이(호북은 수천 개의 호수가 있는 지방이라는 명성을 가지고 있음)에서 가장 대표적인 건물과 수계, 인물 및 소비 장면을 그리고 더 많은 삶의 풍미와 패션 감각을 통합합니다. 사람들은 병에 담긴 방언에 대해 이야기할 수 있습니다. 일러스트레이션 속 고향을 살펴보며 소비자와의 소통을 강화해보세요.

The Recognition

About the A' Design Award 철상

Jinlongquan Yanzhi 포장은, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Jinlongquan Yanzhi 포장은, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Jinlongquan Yanzhi 포장은, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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