Jinlongquan Yanzhi Kulongedza by Jin Zhang

Jinlongquan Yanzhi Kulongedza by Jin Zhang is a highly esteemed winner of the very prestigious 2022 Mphoto ya Chitsulo ya A' Design Award in Mapangidwe a Mapaketi Competition Category.

ChitsuloMapaketi· 2022

Jinlongquan Yanzhi Kulongedza

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

Mphoto ya Chitsulo ya A' Design Award Winner in Mapaketi Category

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Colors

The Design

About Jinlongquan Yanzhi Kulongedza

Mtundu wa Jinlongquan wakhala ku Hubei kwazaka zopitilira 40. Nthawi ino, imapanga mowa wambiri womwe ukhoza kuyimira chikhalidwe cha Hubei. Wopangayo amagwiritsa ntchito calligraphy yaku China kuti afotokoze chikhalidwe cha chilankhulo. Panthawi imodzimodziyo, amajambula nyumba zoimira kwambiri ndi madzi ku Hubei (Hubei ali ndi mbiri yokhala ndi chigawo chokhala ndi nyanja masauzande), otchulidwa ndi zochitika zogwiritsira ntchito, ndikugwirizanitsa kukoma kwa moyo ndi malingaliro a mafashoni. Anthu amatha kulankhula za chilankhulo chomwe chili pa botolo. Yang'anani kwanuko m'fanizoli kuti muwonjezere kuyanjana ndi ogula.

The Recognition

About the Mphoto ya Chitsulo ya A' Design Award

Jinlongquan Yanzhi Kulongedza ndi mmodzi mwa opambana a Mphoto ya Chitsulo ya A' Design Award, kuzindikirika kolemekezeka komwe kumaperekedwa kwa mapangidwe abwino omwe amakwaniritsa zofunika za akatswiri ndi za makampani zomwe zimayembekezeka kuchokera ku zolengedwa zopangidwa bwino. Opambana a Chitsulo amaonetsa luso lalikulu, ukatswiri wapamwamba, kumvetsetsa kwa akatswiri ndi mphamvu yolenga ya opanga awo. Jinlongquan Yanzhi Kulongedza akuyembekezeka kukhala cholengedwa choyamikiridwa kwambiri, chosirira ndi chokondedwa chomwe ndi chothandiza ndi chatsopano. Mapangidwe opambana Mphoto ya Chitsulo ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a makampani ndipo ali ndi makhalidwe a ukadaulo oyenerera olumikizidwa ndi chidziwitso ndi luso. Jinlongquan Yanzhi Kulongedza amalemekezedwa chifukwa cha kusamala kwake ndipo anapangidwa kuti apereke kukonza kwa moyo kumene kumathandiza kusandutsa dziko kukhala malo abwino.

Behind the Design

Press Kit

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

Unique Properties: The designer broke the European style design routine of beer, and expressed the most authentic dialect culture in the way of handwritten calligraphy. At the same time, he painted the most representative buildings and water systems in Hubei (Hubei has the reputation of being a province with thousands of lakes) and the depiction of characters and consumption scenes, integrating more fireworks and fashion, forming a "river lake Hubei" picture. Let people use the dialect on the bottle to talk while drinking, find their hometown in the illustration, interact with consumers and get closer.
Dimensions & Packaging: 253mm*65mm*65mm This is a series of glass bottles of beer. The glass bottles can better retain the original flavor of beer. In addition, the color of this beer is clear. It uses transparent glass bottles with light color labels to make it clear and cool.
Tags: Beer, Hubei, dialect, illustration, Calligraphy, China
Production Technology: Glass bottle aluminized paper
Design Challenge: The biggest challenge is that there are many dialects in Hubei, which are very rich and different. In order to express them more accurately, the designer specially consulted many local people and experts. At the same time, in order to enrich the performance, the designer inspected the representative buildings in many areas of Hubei, and finally drew a beautiful scroll of Hubei.
Research: In the discussion of how to express Hubei culture and how to integrate into beer culture, the dialect version of wine words was recommended. It can not only express the authentic Hubei culture, but also shorten the distance with consumers and enhance the interaction. For this reason, the designer consulted the experts and professors of language to express dialect more strictly. At the same time, the designer of handwritten font is required to write brush words to reflect its uniqueness and uniqueness.
Inspiration: Jinlongquan brand has been in Hubei for more than 40 years. It has long been a representative beer brand in Hubei, but none of its beer interprets Hubei culture. Now Hubei is a province with high attention in the world. Designers use this advantage to design a series of products with Hubei culture. Dialect is a very good choice.
Project Duration: The project started to be created in April 2021, produced in May, and is expected to go on sale in Hubei in June
Operation Flow: While drinking beer, you can tell your friends the dialect on the bottle and find your hometown in the illustration. It makes people feel more friendly and can quickly shorten the distance between you and consumers.
Patents: Copyright by InBEv Jinlongquan Beer (Hubei) Co., LTD., 2021
Team Members: Creative director: Jin Zhang