Ken14 맥주 패키징 by China Resources Snow Breweries

Ken14 맥주 패키징 by China Resources Snow Breweries is a highly esteemed winner of the very prestigious 2025 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2025

Ken14 맥주 패키징

by China Resources Snow Breweries

Client: China Resources Snow Breweries

A' Design Award 은상 Winner in 패키징 Category

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Colors

The Design

About Ken14 맥주 패키징

Ken 14는 국내산 보리로 만든 맥주를 위해 제작된 패키지 디자인이다. 이 디자인은 후룬베이얼 보리밭의 자연 풍경을 추상화하여, 흰색과 녹색, 황금색을 사용해 모종에서 성숙에 이르는 보리의 성장 과정을 떠올리게 한다. 레이아웃과 텍스트는 옛 중국 신문의 형식을 따라 읽기 쉽도록 구성되었다. 소재로는 맥주 부산물인 맥주 지게미로 만든 바이오 기반 가죽 대체 소재, 부직포, 재활용이 가능한 크라프트 종이 봉투, 생분해성 종이 상자를 사용하여 환경 보호에 기여하고자 했다.

The Recognition

About the A' Design Award 은상

Ken14 맥주 패키징, 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. Ken14 맥주 패키징, 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. Ken14 맥주 패키징, 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: Ken 14 is the first beer made entirely from domestic raw materials. To highlight the main origin of barley in China, its packaging, abstracting and deconstructing the natural scene of barley fields in Hulunbuir, mainly adopts white, green and golden colors. It practices environmental protection in its whole life cycle to convey green principles. Following the style of Chinese old newspapers, the packaging provides a user friendly reading experience, emotionally resonating with consumers.
Dimensions & Packaging: Can H167.84 x D66.1mm
Tinplate H189.5 x D65.3mm
Tags: Snow beer packaging, trace to the source in nature, barley fields in Hulunbuir, style of Chinese old newspaper, environmental protection in whole life cycle
Production Technology: The innovative biobased leather alternative made from spent grain is produced without the use of organic solvents, ensuring that the packaging is free of odors and harmful substances.
The environmentally friendly non woven fabric, recyclable kraft paper bag and biodegradable renewable paper box, paired with the well chosen peripheral Ken 14 barley planting can, embody the 4R principles from the inside out, contributing to a green product image.
Design Challenge: The challenge was to create the packaging that establishes a cultural and emotional connection between consumers and Ken 14 while realizing environmental and sustainable goals. The designer has utilized the biobased leather alternative made from spent grain, and optimized the production process, to ensure environmentally friendliness. Meanwhile, natural elements from barley fields, coupled with the layout and text arrangement of Chinese old newspaper, enhance the overall visual appeal.
Research: In the context of global efforts to achieve carbon peak and neutrality, the brand actively fulfills its social responsibility by following ESG principles, creating the green beer Ken 14. It uses domestic barley as the main ingredient to promote the development of the domestic barley industry. Its packaging highlights man and nature in harmonious coexistence so that consumers can feel the charm of nature while enjoying the beer, encouraging them to better cherish and protect the environment.
Inspiration: Inspired by the vast, boundless barley fields in Hulunbuir, the designer has skillfully abstracted and deconstructed the natural scene, using white, green, and golden colors to vividly recreate the growth journey of barley from seedling to maturity. In this way, consumers can feel as if they were standing in the barley fields full of vigor and hope while enjoying the beer, immersing in the charm of nature.
Project Duration: The product was designed in January, 2024 in Beijing, and launched in December 16, 2024 in China.
Operation Flow: The packaging prioritizes interactive experience while focusing on aesthetic appeal. The box features a unique paper texture, suggesting the upscale position of the product and helping consumers better understand the story behind Ken 14. This design not only offers an interesting interactive experience, but also builds a strong cultural and emotional connection between consumers and the brand as they enjoy the beer.
Team Members: Qiguang Zhou, Celine Zhou, Yan Yang, Xiaoxue Fu