Broken Top Brewing Co Craft Beer 음료 패키지 디자인 by Jackie Jiabei Jiang

Broken Top Brewing Co Craft Beer 음료 패키지 디자인 by Jackie Jiabei Jiang is a highly esteemed winner of the very prestigious 2022 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2022

Broken Top Brewing Co Craft Beer 음료 패키지 디자인

by Jackie Jiabei Jiang

Client: BrokenTop Brewing Co

A' Design Award 철상 Winner in 패키징 Category

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Verified Award Winner

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

Colors

The Design

About Broken Top Brewing Co Craft Beer 음료 패키지 디자인

브로큰 톱 브루잉 컴퍼니 크래프트 비어(Broken Top Brewing Co Craft Beer)는 IPA와 필스너를 소량 생산하는 크래프트 맥주 브랜드를 위해 제작된 음료 패키지 디자인이다. 그래픽 패턴은 빈티지 장난감에서 영감을 얻었다. 통합형 로고는 각 제품 라인의 색상 구성에 맞게 변형되며 패턴과 어우러져 시각적 착시 효과를 만들어낸다. 캔은 블루 알루미늄 소재로, 알루미늄 캔에서는 보기 드문 짙은 네이비 톤을 구현하기 위해 맞춤 제작되었다. 화이트 잉크 레이어를 활용한 초고속 잉크젯 인쇄는 그래픽을 한층 더 선명하게 표현한다. 표준 211 규격의 바디 캔은 12온스 용량을 담는다.

The Recognition

About the A' Design Award 철상

Broken Top Brewing Co Craft Beer 음료 패키지 디자인, 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. Broken Top Brewing Co Craft Beer 음료 패키지 디자인, 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. Broken Top Brewing Co Craft Beer 음료 패키지 디자인, 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 new brand and packaging design for Broken Top Brewing Co reflects a design strategy that is playful but yet well balanced to efficiently convey the core messaging. An integrated logo that adapts to the individual color scheme of each product line is incorporated seamlessly with the pattern design while adding a visually illusioning element to the exterior. The choice of using blue aluminum is also unique and easily distinguishable in the mass market.
Dimensions & Packaging: standard 211 body diameter can for 12oz beverage
Tags: packaging, craft beer, beverage, beverage packaging, can, aluminum
Production Technology: This packaging design is being produced using ultra-high speed ink-jet printing with a unique white ink printing to elevate the vividness of graphics. In addition, a special blue aluminum can is designed and customized specifically for this project to reach a deep and bright navy blue color that is rare to find for aluminum cans.
Design Challenge: The current market for American craft beer is very competitive with very distinctive visual representation. Thus, creating a visual solution for this already visually busy section of the market is very challenging.
Research: User research and profiling were conducted to gain a better perspective on the current market of alcoholic beverage consumers at different levels of retails brands.
Inspiration: Broken Top Brewing Co , a passionate and fun American small batch craft beer brand that specializes in IPA and pilsner. To succeed in the competitive alcoholic beverage market, this brand aims to launch a new branding that can daringly convey the spirit of the brand while capture the attention at the point of sale. It leads to a pair of new packaging design concept inspired by the playfulness and graphic pattern of the vintage toy.
Project Duration: Project started in early 2021 and finished in late September 2021 in New York City.
Operation Flow: The blue aluminum material for the can was specially customized and has proven to function as the main differentiator that allows the product to stand out in the busy shelf in a market in comparison with the competitors brand.
Team Members: Jackie Jiabei Jiang
Image Credits: Not applicable