Jinlongquan Yanzhi Embalaža by Jin Zhang

Jinlongquan Yanzhi Embalaža by Jin Zhang is a highly esteemed winner of the very prestigious 2022 Železna nagrada A' Design Award in Oblikovanje embalaže Competition Category.

ŽeleznaEmbalaža· 2022

Jinlongquan Yanzhi Embalaža

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

Železna nagrada A' Design Award Winner in Embalaža Category

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Verified Award Winner

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Colors

The Design

About Jinlongquan Yanzhi Embalaža

Blagovna znamka Jinlongquan je v Hubeiju prisotna že več kot 40 let. Tokrat ustvarja serijo piva, ki lahko predstavlja kulturo Hubei. Oblikovalec uporablja kitajsko kaligrafijo za izražanje narečne kulture. Hkrati slika najbolj reprezentativne stavbe in vodni sistem v Hubeiju (Hubei slovi kot provinca s tisočerimi jezeri), like in prizore uživanja ter vključuje več okusa življenja in smisla za modo. Ljudje lahko govorijo o narečju na steklenici. Oglejte si svoj domači kraj na ilustraciji, da izboljšate interakcijo s potrošniki.

The Recognition

About the Železna nagrada A' Design Award

Jinlongquan Yanzhi Embalaža je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Jinlongquan Yanzhi Embalaža se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Jinlongquan Yanzhi Embalaža zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

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