Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau by Jansword Zhu

Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau by Jansword Zhu is a highly esteemed winner of the very prestigious 2020 A' Design Award Rino in Hoahoa Takai Competition Category.

RinoTakai· 2020

Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau

by Jansword Zhu

Client: Jansword zhu

A' Design Award Rino Winner in Takai Category

14,937

Verified Award Winner

Verify Award Status for #102296

View at A' Design Award Press Release Award Badge

Colors

The Design

About Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau

Kuputuhi Pukapuka: Ko Utobeera he hoahoa kōpaki mō tētahi pia hua rākau. I whakaarohia te ingoa Utobeera mai i te kupu Utopia, ā, e whakaata ana i ngā uara o te umanga—te ōrite, ngā mōtika tangata, te kanorau, te ahurei me te aroha. E whā ngā āhua rongonui mai i te hītori toi kua whakamāoritia anōtia i roto i tētahi momo whakaahua kanorau-hihiko: te tangata pōtae nā Rene Magritte, tētahi kōtiro e mau ana i te kākahu Haina, a Bacchus, te atua o te waina, me te atua Haina o te oranga roa. Ko ia hua rākau i ngā mahi toi taketake kua whakakapia ki tētahi āhua hua rākau matihiko. E hāngai ana te hoahoa ki te ahurea cyberpunk, ā, ka whakamahia ngā tae Pantone me te pēhi kapa hiriwa.

The Recognition

About the A' Design Award Rino

Ko Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Utobeera Kaupapa Matua: Te Kōpaki Pia Hua Rākau mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

Behind the Design

Press Kit

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

Unique Properties: The name “Utobeera” was inspired by the word“Utopia”, which shows the value of the brand : equality, human rights, diverse, unique and love. Four famous figures in art history was applied and been turned into a tipsy illustration style “Psychedelic Art”. They are hat man by Rene Maggritte, a girl in Chinese dress, the god of alcohol Bacchus and The god of Longevity in China. Each fruit figure in original work has been replaced by an another digital style fruit figure to make it controversial.
Dimensions & Packaging: 50mm*50mm*210mm
Tags: Fruitbeer, Ale, Utopia, illustration, fruit, Cyberpunk, pop
Production Technology: Pantone color used, foiled press
Design Challenge: Concept of the illustration
Research: The trend research of Youngers.
Inspiration: The whole design has a strong hint on Cyber Punk Culture, which tends to attract cool young consumers and reflect the digital and incredible age.
Project Duration: The project started in August 2019 and finished in February 2020 in Beijing, Shanghai, Handan
Operation Flow: The key frame proceeding illustrations.
Patents: Copyrights belong to Utobeera and Jansword zhu.
Team Members: Art Director: Jansword Zhu
Designer: Sola Wang, Ma Deqiang
Illustrator: Jansword Zhu
Consultant: Li Qing
Account Manager: Jinn Liu
Photographer: Chenglong Zhang