Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu by Jackie Jiabei Jiang

Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu by Jackie Jiabei Jiang is a highly esteemed winner of the very prestigious 2022 A' Design Award Rino in Hoahoa Takai Competition Category.

RinoTakai· 2022

Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu

by Jackie Jiabei Jiang

Client: BrokenTop Brewing Co

A' Design Award Rino Winner in Takai Category

10,886

Verified Award Winner

Verify Award Status for #140639

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu

Tuhinga Pukapuka: Ko Broken Top Brewing Co Craft Beer he hoahoa kōpaki inu i hangaia mō tētahi kāwai pia toi-a-ringa iti e hanga ana i te IPA me te pilsner. Ko te tauira whakaahua he mea whakaaweawe nā ngā taonga tākaro tawhito. Ka urutau tētahi waitohu kua whakauruhia ki te huinga tae o ia rārangi hua, ā, ka whakakotahi ki te tauira hei hanga i tētahi tirohanga kanapa. Ka hangaia ngā kēne mai i te konumohe kikorangi, kua whakaritea kia eke ki tētahi tae kikorangi hōhonu he mea onge mō ngā kēne konumohe. Mā te tā waihaka tere-nui rawa me tētahi paparanga waihaka mā e whakapiata ake ai ngā whakaahua. Ka mauria e te kēne tinana paerewa 211 te 12 aunihe.

The Recognition

About the A' Design Award Rino

Ko Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu 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 Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu 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 Broken Top Brewing Co Craft Beer Te Mahi Matua: Te Hoahoa Kōpaki Inu 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 new brand and packaging design for Broken Top Brewing Co reflects a design strategy that is playful but yet well balanced to efficiently convey the core messaging. An integrated logo that adapts to the individual color scheme of each product line is incorporated seamlessly with the pattern design while adding a visually illusioning element to the exterior. The choice of using blue aluminum is also unique and easily distinguishable in the mass market.
Dimensions & Packaging: standard 211 body diameter can for 12oz beverage
Tags: packaging, craft beer, beverage, beverage packaging, can, aluminum
Production Technology: This packaging design is being produced using ultra-high speed ink-jet printing with a unique white ink printing to elevate the vividness of graphics. In addition, a special blue aluminum can is designed and customized specifically for this project to reach a deep and bright navy blue color that is rare to find for aluminum cans.
Design Challenge: The current market for American craft beer is very competitive with very distinctive visual representation. Thus, creating a visual solution for this already visually busy section of the market is very challenging.
Research: User research and profiling were conducted to gain a better perspective on the current market of alcoholic beverage consumers at different levels of retails brands.
Inspiration: Broken Top Brewing Co , a passionate and fun American small batch craft beer brand that specializes in IPA and pilsner. To succeed in the competitive alcoholic beverage market, this brand aims to launch a new branding that can daringly convey the spirit of the brand while capture the attention at the point of sale. It leads to a pair of new packaging design concept inspired by the playfulness and graphic pattern of the vintage toy.
Project Duration: Project started in early 2021 and finished in late September 2021 in New York City.
Operation Flow: The blue aluminum material for the can was specially customized and has proven to function as the main differentiator that allows the product to stand out in the busy shelf in a market in comparison with the competitors brand.
Team Members: Jackie Jiabei Jiang
Image Credits: Not applicable