West Lake Beer 맥주 패키지 by China Resources Snow Breweries

West Lake Beer 맥주 패키지 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

West Lake Beer 맥주 패키지

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 West Lake Beer 맥주 패키지

웨스트레이크 비어(West Lake Beer)는 병맥주를 위한 패키지 디자인이다. 항저우 서호(西湖)의 풍경에서 영감을 받아 단교(斷橋)와 삼담인월(三潭印月)을 추상적인 시각 기호로 해석했다. 타이포그래피는 전서체와 송조체 서예 양식을 결합했다. 외부 패키지는 금박 인쇄와 무광 필름으로 마감하여 매끄러운 촉감을 구현했다. 병은 고품질 녹색 유리로 제작되어 자외선을 차단하고 맥주의 풍미를 보존하는 데 도움을 준다. 병에 표현된 석탑은 각 풍미의 강도를 나타낸다.

The Recognition

About the A' Design Award 은상

West Lake Beer 맥주 패키지, 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. West Lake Beer 맥주 패키지, 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. West Lake Beer 맥주 패키지, 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: The packaging design of West Lake Beer incorporates cultural symbols and aesthetic features of West Lake, artistically interpreting elements such as Broken Bridge and Three Ponds Mirroring the Moon. It further blends typography and font design of Chinese aesthetics to create a packaging image that exudes classical flavour while maintaining a modern feeling. This design allows consumers not only to savour the beer but also to experience the charm of West Lake and its cultural significance.
Dimensions & Packaging: product dimensions, 64.5 mm x 64.5 mm x 250 mm
Tags: Beer packaging, West Lake iconic elements, Seal script font, Song Dynasty calligraphy typography, Eastern aesthetics
Production Technology: The exterior box is crafted with a gold stamping process, enhancing its visual appeal and offering consumers a unique tactile experience.
The bottle is constructed from high quality green glass, providing excellent optical protection that minimizes the potential for UV light to interact with beer compounds and cause odors or oxidation, preserving the freshness and flavor profile of the beer.
Design Challenge: The challenge is capturing the cultural essence of West Lake. The West Lake Beer font mimics the graceful arch of the Broken Bridge, and some strokes resemble the soaring eaves of the mid lake pavilion, integrating West Lake aesthetics and seal script.
The label is inspired by Song Dynasty calligraphy, from right to left, with a negative silhouette of Three Ponds Mirroring the Moon. Consumers can feel the profound Chinese aesthetics and the ethereal beauty of West Lake while enjoying the beer.
Research: Through extensive research and excavation of West Lake culture, the design team has effectively translated the natural beauty and humanistic landscape of West Lake into visual elements incorporated into the beer packaging design. This process not only elevates the cultural and artistic value of the product but also serves as a valuable reference for the modernization and evolution of traditional beer brands.
Inspiration: Inspired by the renowned natural and cultural landscape, West Lake in Hangzhou, the design elevates the cultural added value of the beer through the utilization of colors, patterns, and materials. The design team selected the West Lake sceneries, the Broken Bridge and Three Ponds Mirroring the Moon, and interpreted them into visual symbols abstractly and artistically. They were blended into every facet of the packaging, making it a medium for expressing the cultural connotation of West Lake.
Project Duration: The project was designed and developed in December 2022 in Beijing.
Operation Flow: The Three Ponds Mirroring the Moon stone towers are designed to represent the varying intensities of the beer flavors on the bottle. This visual arrangement enhances the sensory exploration of taste and promotes social interaction among consumers during the savoring. The outer box is made of matte film with great texture, which offers a delicate tactile experience with jade like warmness and smoothness, further reflecting the cultural richness and high quality of the West Lake Beer brand.
Team Members: Qiguang Li, Celine Zhou, Xiaowei He