Golden Cat Pia by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Uʻamea in Mamanu Afifi Competition Category.

UʻameaAfifi· 2023

Golden Cat Pia

by Jin Zhang

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

A' Design Award Uʻamea Winner in Afifi Category

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Verified Award Winner

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Colors

The Design

About Golden Cat Pia

O le pia lea mo le taumafa i le po. Ua filifilia e le tagata mamanu le pusi e sili ona fiafia i ai tagata faʻatau e pei o le ata autu e mamanuina, ina ia mafai ai e le pia ona vave faʻatutuina lagona faʻalagona ma tagata faʻatau aʻo faʻateleina le vavalalata. I le taimi lava e tasi, o le pusi e fiafia i gaoioiga i le po e matua ogatasi ma le taimi taumafa (poʻo taumafa) faʻatulagaina o lenei uaina. Mulimuli ane, na faʻaaogaina foi e le mamanu mamanu masani a Europa mo teuteuga, ma faʻatumu ai le igoa pia atoa i meaʻai.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Golden Cat Pia, 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 Golden Cat Pia 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 Golden Cat Pia 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: This is a beer for night consumption. The designer uses the image of "cat" as the main body for packaging design, which not only conforms to the time orientation of night onsumption, but also brings a sense of intimacy to people, enabling this product to quickly establish a connection with consumers. At the same time, classical European patterns are used for decoration, making the overall design more refined.
Dimensions & Packaging: Width 58mm x Depth 58mm x Height 188mm
Tags: Jinlongquan Beer , Golden Cat Beer, Wuhan Sanbu Brand Design, Beer Packaging Design, Zhang Jin
Production Technology: Glass bottle sticker
Design Challenge: The challenge of this beer packaging design is to balance the size relationship between the main image of "cat" and the product name and brand name, so that people can not only look friendly at a glance, but also clearly see the brand and product name. At the same time, "cat" also needs to have a lot of details, and the entire label needs to have a sense of quality, which is presented on the label which is not too large.
Research: The competition in the beer market is very fierce. Simply emphasizing the beer quality is not enough to impress consumers. At this time, designers need to think more from the emotional level. How to make consumers feel friendly and quickly establish emotional connection with consumers is the most important. Therefore, based on this product consumed at night, The designer selected the "cat" that is kind and active at night as the main image for creation.
Inspiration: This beer is exclusively for night drinking. The most active time of "cat" is in the evening, which is very consistent with the consumption scene time of the product; At the same time, more and more people keep cats, and take "cats" as emotional sustenance partners. "cats" can make people feel cordial. Thinking from the above two aspects, the designer used the image of "cat" as the main image to design.
Project Duration: The project will be started in Wuhan, China in October 2022, completed in Wuhan, China in December 2022, and sold in Hubei, China in January 2023.
Operation Flow: Nowadays, people's living standards are increasing, but they are becoming more and more lonely. More and more people start to keep cats and take "cats" as their emotional sustenance partners. This beer uses "cats" as its main image to create, which can quickly establish emotional connection with people and make products quickly enter people's hearts.