Passion Fruit بیرە by Jin Zhang is a highly esteemed winner of the very prestigious 2024 Xelata A' Design Award a Tuncîn in Dîzayna Pakêtkirinê Competition Category.

TuncPakêtkirin· 2024

Passion Fruit بیرە

by Jin Zhang

Client: Wuhan Sanbu Brand Design

Xelata A' Design Award a Tuncîn Winner in Pakêtkirin Category

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Verified Award Winner

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Colors

The Design

About Passion Fruit بیرە

ساڵی ٢٠٢٤ ساڵی ئەژدیهایە لە چین. براندی ئەم بیرەیە ناونراوە بە "کانیاوی ئەژدیهای ئاڵتون"، لەبەر ئەوە دیزاینەر وێنای "ئەژدیها"ی کێشاوە کە نوێنەرایەتی ڕۆحی براند و ڕۆحی چینی دەکات و دەبێتە توخمێکی بینراوی گرنگ لەم پاکێجەدا. لە هەمان کاتدا، ئەمە بیرەیەکی دەستکردە بە تامی پاشن فرووت. دیزاینەر چڵ و گەڵای پاشن فرووت بەکاردەهێنێت، هەروەها گوێچکەی گەنم و هۆپس کە گرنگترین پێکهاتەکانن لە دروستکردنی بیرەدا، بۆ دروستکردنی دیمەنێکی گیانەوەر کە تامی سەرینکەرەوەی پاشن فرووت دەردەخات.

The Recognition

About the Xelata A' Design Award a Tuncîn

Passion Fruit بیرە xelatgirê Xelata A' Design Award a Tuncîn e, nasîneke pir bi prestîj ku ji sêwiranên berbiçav ên bi afirînerî, jêhatîbûn û zîrekiyê têne cudakirin re tê dayîn. Xelatgirên Tuncînê karên bi têra xwe jêhatî û bi awayekî balkêş afirîner in, yên ku ezmûna fireh, xeyal û çareserkirina sêwiranerên xwe piştrast dikin. Tê hêvîkirin ku Passion Fruit بیرە tiştekî pir hatiye rêzgirtin, sitayişkirin û delal be, bi awayekî berbiçav pîşekar û nûjen. Ev sêwirana bi Tuncînê serketî pratîkên çêtirîn ên huner, zanist, sêwiran û teknolojiyê digire nav xwe û ji bo baldariya li hûrgiliyan hêja ye. Passion Fruit بیرە pêdiviyan bi rengekî xweş tîne cih, destê xwe dide daxwazan, hestan dihejîne û meraqê dikişîne.

Behind the Design

Press Kit

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

Unique Properties: The packaging design uses the branches and leaves of passion fruit, as well as the most important wheat ears and hops for brewing beer, to create a vibrant scene and highlight the refreshing taste of passion fruit. At the same time, 2024 is the the Year of the Loong in China. The brand of this beer is called "Golden Dragon Spring", so the designer depicts the "dragon" representing the brand spirit and Chinese spirit, becoming an important visual element of this package.
Dimensions & Packaging: height 250mm x diameter 80mm
Tags: Beer, Jinlongquan, SANBU Design, 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 producing beer in 1978 with an annual beer production capacity of 600000 tons, making it one of the largest beer brewing bases in central China. Jinlongquan Baixiangguo Craft Beer is a mid to high end beer product that is brewed with higher end ingredients, making it fresher and more mellow. Combining 2024 is the the Year of the Loong in China and the "dragon" contained in the brand name, the designer depicts the "dragon" as the main element.
Inspiration: The creative inspiration mainly comes from two aspects: first, this beer created in spring, the overall packaging design conforms to the lush scene of spring, and through the combination of elements such as passion fruit branches, fruits, wheat ears, hops, etc., it highlights the refreshing taste; Second, 2024 coincided with the the Year of the Loong in China, and there was also a "dragon" in the brand name, so designers naturally portrayed the "dragon" as the main visual element.
Project Duration: The project started in Wuhan, China in February 2024 and was completed in March 2024. It is expected to be sold in China in May 2024.
Operation Flow: The 1L large iron can has a better display area. Copper engraving style illustrations depict rich details, and convey the spiritual symbols of the brand (Chinese Loong) and the product attributes of beer (passion fruit, hops, wheat ears); The combination of purple, gold, and green highlights the passion fruit flavor and vibrant green, forming a rich and layered packaging design scheme.
Patents: InBev jinlongquan beer (Hubei) Co., Ltd
Team Members: Designer: Jin Zhang
illustration: Jin Zhang