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

SilivaMapaketi· 2022

Jinlongquan Kuyikamo Moŵa

by Jin Zhang

Client: InBev jinlongquan beer (Hubei) Co., Ltd

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

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Verified Award Winner

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Colors

The Design

About Jinlongquan Kuyikamo Moŵa

Mowa wa Jinlongquan akuyembekeza kukhazikitsa mankhwala apakatikati komanso apamwamba omwe sangangowonetsa mbiri yakale yamtunduwu, komanso kupanga ogula kumva bwino; Okonza amagwiritsa ntchito mafanizo olemera kuti awonetsere ma hops, makutu a tirigu, migolo yavinyo yamatabwa, mowa, magwero a madzi ndi zinthu zina, kotero kuti zotengerazo zimakhala ndi mphamvu yamakampani amowa; chofunika kwambiri, mafanizo monga chizindikiro chizindikiro chizindikiro cha Chinese chinjoka chosema mu malo akale a Jinlongquan distillery mu 1978, komanso kukonzanso Logo wosalemba ndi mtundu wofiira, kupanga amphamvu mtundu kuzindikira.

The Recognition

About the Mphoto ya Siliva ya A' Design Award

Jinlongquan Kuyikamo Moŵa ndi mmodzi mwa opambana a Mphoto ya Siliva ya A' Design Award, kuzindikirika kolemekezeka modabwitsa komwe kumaperekedwa kwa mapangidwe a pamwamba, okongola ndi ochititsa chidwi. Opambana a Siliva ndi ntchito zowala kwambiri ndi zolenga kwambiri zomwe zimaonetsa ukatswiri, luso ndi nzeru zakuthwa za opanga awo. Jinlongquan Kuyikamo Moŵa akuyembekezeka kukhala ntchito yodabwitsa yoonetsedwa, yaukatswiri wapadera ndi yatsopano kwambiri. Mapangidwe opambana Mphoto ya Siliva ya A' Design Award awa ndi chopangidwa chodziwika kwambiri ndi choyamikiridwa chomwe chimapindulitsa ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Jinlongquan Kuyikamo Moŵa ndi cholengedwa chomwe anthu ambiri amachichitira nsanje, chomwe chimadzutsa zilakolako, kubweretsa maganizo abwino ndi kuyatsa kudabwa ndi chidwi.

Behind the Design

Press Kit

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

Unique Properties: Rich illustrations are used to express the spirit of brand craftsmen. The illustrations are inspired by the Chinese dragon sculpture in jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water sources and other elements, reflecting the attributes of the beer industry; The redesign of logo font and brand red form a strong brand recognition.
Dimensions & Packaging: 80*250mm（jar）
Tags: Beer, Jinlongquan, SANBU, 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 to produce beer in 1978, with an annual beer production capacity of 600000 tons. It is one of the largest beer brewing bases in Central China. Jinlongquan draft beer is a medium and high-end beer product. It is brewed with more high-end raw materials, which is fresher and mellower.
Inspiration: The illustration is inspired by the Chinese dragon sculpture in the former site of jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water source Zhanghe Reservoir and other elements, making the packaging have strong beer industry attributes; The redesign of logo font and brand red form a strong brand recognition.
Project Duration: The project was launched in Hubei, China in January 2022 and completed in Wuhan, China in February. It is expected to be listed and sold in China in April.
Operation Flow: 1L large tank has better display area, black-and-white illustrations depict rich details, and convey the spiritual symbol of the brand (Chinese dragon) and the product attributes of beer (hops, ears of wheat, wooden barrel, beer and water); The combination of red and gold can better highlight the brand and product information and form a rich and hierarchical packaging design scheme.
Patents: InBev jinlongquan beer (Hubei) Co., Ltd
Team Members: Designer: Jin Zhang
illustration: Jin Zhang