Jinlongquan ᱵᱤᱭᱟᱹᱨ ᱯᱮᱠᱮᱡᱤᱝ by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Jinlongquan ᱵᱤᱭᱟᱹᱨ ᱯᱮᱠᱮᱡᱤᱝ
by Jin Zhang
Client: InBev jinlongquan beer (Hubei) Co., Ltd
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
Verify Award Status for #138718The Design
About Jinlongquan ᱵᱤᱭᱟᱹᱨ ᱯᱮᱠᱮᱡᱤᱝ
ᱡᱤᱱᱞᱚᱝᱠᱩᱣᱟᱱ ᱵᱤᱭᱟᱹᱨ ᱫᱚ ᱢᱤᱫ ᱛᱟᱞᱟ ᱟᱨ ᱪᱮᱛᱟᱱ ᱛᱷᱚᱠ ᱨᱮᱱᱟᱜ ᱡᱤᱱᱤᱥ ᱞᱟᱹᱪᱤᱫ ᱥᱟᱱᱟ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱵᱽᱨᱟᱱᱰ ᱨᱮᱱᱟᱜ ᱡᱤᱞᱤᱧ ᱱᱟᱜᱟᱢ ᱩᱫᱩᱜ ᱫᱟᱲᱮᱭᱟᱜᱼᱟ, ᱟᱨ ᱠᱚᱱᱡᱩᱢᱟᱨ ᱠᱚ ᱵᱷᱟᱹᱜᱤ ᱜᱩᱱ ᱵᱚᱱ ᱢᱚᱦᱚᱥᱩᱥᱟᱭ; ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱫᱚ ᱟᱹᱰᱤ ᱪᱤᱛᱟᱹᱨ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱛᱮ ᱦᱚᱯᱥ, ᱜᱚᱦᱚᱢ ᱨᱮᱱᱟᱜ ᱥᱤᱥ, ᱠᱟᱴ ᱨᱮᱱᱟᱜ ᱫᱟᱨᱩ ᱯᱤᱯᱟᱹ, ᱵᱤᱭᱟᱹᱨ, ᱫᱟᱜ ᱡᱟᱜᱟ ᱟᱨ ᱮᱴᱟᱜ ᱡᱤᱱᱤᱥ ᱠᱚ ᱪᱤᱛᱟᱹᱨ ᱟᱠᱟᱫᱟ, ᱡᱟᱦᱟᱸ ᱛᱮ ᱯᱮᱠᱮᱡᱤᱝ ᱨᱮ ᱵᱤᱭᱟᱹᱨ ᱤᱱᱰᱟᱥᱴᱨᱤ ᱨᱮᱱᱟᱜ ᱡᱩᱨ ᱜᱩᱱ ᱢᱮᱱᱟᱜᱼᱟ; ᱡᱟᱹᱥᱛᱤ ᱞᱟᱹᱠᱛᱤᱭᱟᱱ ᱫᱚ, ᱪᱤᱛᱟᱹᱨ ᱨᱮ ᱑᱙᱗᱘ ᱥᱟᱞ ᱨᱮ ᱡᱤᱱᱞᱚᱝᱠᱩᱣᱟᱱ ᱰᱤᱥᱴᱤᱞᱟᱨᱤ ᱨᱮᱱᱟᱜ ᱢᱟᱨᱮ ᱡᱟᱜᱟ ᱨᱮᱱᱟᱜ ᱪᱟᱭᱤᱱᱤᱡᱽ ᱰᱨᱟᱜᱚᱱ ᱢᱩᱨᱛᱤ ᱨᱮᱱᱟᱜ ᱵᱽᱨᱟᱱᱰ ᱪᱤᱱᱦᱟᱹ ᱥᱚᱢᱵᱚᱞ ᱥᱮᱞᱮᱫ ᱢᱮᱱᱟᱜᱼᱟ, ᱟᱨ ᱞᱚᱜᱚ ᱪᱤᱠᱤ ᱟᱨ ᱵᱽᱨᱟᱱᱰ ᱟᱨᱟᱜ ᱨᱮᱱᱟᱜ ᱱᱟᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱦᱚᱸ ᱢᱮᱱᱟᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱡᱩᱨ ᱵᱽᱨᱟᱱᱰ ᱪᱤᱱᱦᱟᱹᱣ ᱛᱮᱭᱟᱨᱟᱜᱼᱟ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Jinlongquan ᱵᱤᱭᱟᱹᱨ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Jinlongquan ᱵᱤᱭᱟᱹᱨ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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
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