Snow Draft Beer 맥주 패키징 by China Resources Snow Breweries Ltd.

Snow Draft Beer 맥주 패키징 by China Resources Snow Breweries Ltd. is a highly esteemed winner of the very prestigious 2023 A' Design Award 금상 in 패키징 디자인 Competition Category.

금패키징· 2023

Snow Draft Beer 맥주 패키징

by China Resources Snow Breweries Ltd.

Client: China Resources Snow Breweries

A' Design Award 금상 Winner in 패키징 Category

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Verified Award Winner
Verify Award Status for #144347

View at A' Design Award Press Release Award Badge

Colors

The Design

About Snow Draft Beer 맥주 패키징

스노우 드래프트 비어(Snow Draft Beer)는 순수 맥아 생맥주를 위한 패키징 시리즈로, 알루미늄 캔과 유리병 두 가지 형태로 생산된다. 디자인은 미니멀리즘 접근법을 따르며 오로라 그린과 퓨어 화이트를 주요 색상으로 사용한다. 맥아, 홉, 물결을 표현한 선 드로잉은 세 가지 양조 원료를 상징한다. 유리병은 편안한 그립감을 위해 허리 부분을 살짝 좁혔으며, '순수함'과 '생(生)'을 뜻하는 한자 서예 문자가 양각으로 새겨져 있다. 병은 460ml, 캔은 500ml 용량이다. 통일된 디자인은 순수함과 신선한 맛을 전달하고자 한다.

The Recognition

About the A' Design Award 금상

Snow Draft Beer 맥주 패키징, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Snow Draft Beer 맥주 패키징, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Snow Draft Beer 맥주 패키징, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.

Behind the Design

Press Kit

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

Unique Properties: Dedicated to the first pure malt draft beer in China launched by Snow Breweries, the series of package design is expected to highlight the pure materials and advanced brewing technology of this beer. The minimalist package design takes unique aurora green and pure white as the main color scheme, and harmoniously combines the patterns of malt, hops and water ripples to convey the pure and original taste of the beer.
Dimensions & Packaging: Bottle: 460 ml Height-257 mm,
Can 500 ml Height- 168 mm
Tags: Beer Packaging, Pure Malt, Minimalism, Calligraphy Font, Draft Beer
Production Technology: aluminum can and glass bottle
Design Challenge: To address the challenge of conveying the original fine taste of the pure malt draft beer, the package design follows minimalism, just decorated with the patterns of brewing materials to avoid redundancy. The central white label is complemented by the relief characters of Chunsheng (meaning pure and draft) in the calligraphy font, to visualize the smooth taste and purity of the beer. The bottle is elaborately treated to take on aurora green, giving consumers a higher level of aesthetic pleasure.
Research: Thanks to the technology of micron level sterile membrane filtration and the advanced process for brewing draft beer, the pure malt draft beer launched by Snow Breweries retains the nutrition and fresh taste to the utmost. Brewed only with water, malt and the select hops of Hersbruker and Czech Saaz, it therefore boasts a fresh and mellow taste, plus a pleasing wheat flavor, which redefines how pure and fresh the high end beer can be for every consumer valuing a quality life.
Inspiration: To straightforwardly express that the beer is brewed only with water, malt and hops, the series of package design uses aurora green and pure white as the main tone, and further combines the patterns of malt, hops and water ripples, as well as the font of calligraphy. It therefore creates a unified and coherent visual identity, highlights the brewing concept of purity and high quality, and also vividly channels the fresh and original taste of the pure malt draft beer.
Project Duration: The design and development of the pure malt draft beer started in Beijing, in September 2020. It was introduced to the market in China, in August 2022.
Operation Flow: The bottle is slightly narrowed at the waist for a comfortable grip and a soft vibe. It is also embossed with the Chinese characters of Chunsheng (meaning pure and draft) in the font of calligraphy, whose sleek lines visually imply the smooth taste and purity of the beer. The can package in a white tone is elaborately decorated with the line drawings of malt, hops and water ripples, giving consumers a panoramic understanding of the premium brewing materials of the pure malt draft beer.
Team Members: Dong Yan
Weixi Zhou
Yu Zhai
Hu Pan
Jess