Jinlongquan Yanzhi Afifi by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award Uʻamea in Mamanu Afifi Competition Category.

UʻameaAfifi· 2022

Jinlongquan Yanzhi Afifi

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

A' Design Award Uʻamea Winner in Afifi Category

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Verified Award Winner

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Colors

The Design

About Jinlongquan Yanzhi Afifi

Jinlongquan brand sa i Hubei mo le silia ma le 40 tausaga. O le taimi lenei, e faia ai se faasologa o pia e mafai ona fai ma sui o le aganuu a Hubei. O lo'o fa'aaogaina e le tagata fa'ailoga le kalakalafa a Saina e fa'aalia ai le aganu'u a le gagana. I le taimi lava e tasi, na te valiina fale sili ona sui ma vai i Hubei (O Hubei e taʻuleleia o ia o se itumalo ma le faitau afe o vaituloto), uiga ma vaaiga faʻatau, ma tuʻufaʻatasia le tele o tofo o le olaga ma lagona o le masani. E mafai ona talanoa tagata e uiga i le gagana i luga o le fagu. Va'ai i lou nu'u i le fa'ata'ita'iga e fa'aleleia atili ai le fegalegaleai ma tagata fa'atau.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Jinlongquan Yanzhi Afifi, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Jinlongquan Yanzhi Afifi e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Jinlongquan Yanzhi Afifi ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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