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

은패키징· 2022

Jinlongquan 맥주 포장은

by Jin Zhang

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

A' Design Award 은상 Winner in 패키징 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 맥주 포장은

Jinlongquan 맥주는 브랜드의 오랜 역사를 전달할 수 있을 뿐만 아니라 소비자가 좋은 품질을 느낄 수 있는 중급 및 고급 제품을 출시하기를 희망합니다. 디자이너는 풍부한 삽화를 사용하여 홉, 밀 이삭, 나무 술통, 맥주, 수원 및 기타 요소를 묘사하여 포장이 강력한 맥주 산업 속성을 갖도록 합니다. 더 중요한 것은 1978년 Jinlongquan 양조장 이전 부지에 있는 중국 용 조각의 브랜드 이미지 심볼을 포함하는 일러스트레이션과 로고 글꼴 및 브랜드 레드의 재디자인을 포함하여 강력한 브랜드 인지도를 형성한다는 것입니다.

The Recognition

About the A' Design Award 은상

Jinlongquan 맥주 포장은, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Jinlongquan 맥주 포장은, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Jinlongquan 맥주 포장은, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

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