Jinlongquan Beer Kotak Kado by Jin Zhang

Jinlongquan Beer Kotak Kado by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Perunggu in Desain Bungkusan Competition Category.

PerungguBungkusan· 2023

Jinlongquan Beer Kotak Kado

by Jin Zhang

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

A' Design Award Perunggu Winner in Bungkusan Category

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Verified Award Winner

Verify Award Status for #144964

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Colors

The Design

About Jinlongquan Beer Kotak Kado

Kotak kado ieu nganggo pangrékam anu pang populerna di taun 1980-an salaku prototipe kreasi, anu bakal ngingetkeun seueur jalma, kalebet jalma ngora, ngeunaan kenangan sareng ngahontal interaksi émosional anu saé. Désainer ngagunakeun kotak kardus corrugated pikeun ngarancang, anu praktis, ramah lingkungan sareng hemat biaya. Dina waktu nu sarua, anjeunna skillfully dibuka tilu liang buleud dina hareupeun kotak kado, nu intuitif bisa ningali tipena béda produk bir jero, achieving desain tilu-lapisan emosi, panyalindungan lingkungan jeung fungsi.

The Recognition

About the A' Design Award Perunggu

Jinlongquan Beer Kotak Kado mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Jinlongquan Beer Kotak Kado diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Jinlongquan Beer Kotak Kado minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.

Behind the Design

Press Kit

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

Unique Properties: Jinlongquan Beer has a history of more than 40 years in China. It has been liked by people since 1977. This gift box is designed to give back consumers' love for Jinlongquan for so many years. Therefore, it uses the most popular tape recorder model in the 1980s as the creation prototype. With this image, it creates a silent classic sound to convey the brand's position in consumers' hearts, and convey the idea that beer brings unlimited fun to people.
Dimensions & Packaging: Width 370mm x Depth 70mm x Height 310mm
Tags: Jinlongquan Beer, Gift Box, Jin Zhang, Wuhan SANBU, Packing Design, China
Production Technology: Although this is a gift box, in order to avoid excessive packaging, the designer only used corrugated boxes to achieve this, which is practical and environmentally friendly and saves the brand money. At the same time, taking advantage of the modeling characteristics of the tape recorder, three circular holes were opened on the basis of not damaging the integrity, so that consumers can clearly see several different types of beer products in the gift box from the outside, achieving the dual protection of brand culture and function.
Design Challenge: The biggest challenge of this gift box is to control the production cost, but the designer perfectly solved it through creative modeling, and the corrugated box is also very environmentally friendly. Another challenge lies in the internal fixed structure. The designer gave up the simple but not environmentally friendly foam and solved it by blocking the product through the opening of the carton, so that the whole gift box can reach the most environmentally friendly state.
Research: When doing this design, the designer started to study the brand development process and found out several important nodes of the brand development. He used the most popular recorder in the brand's initial years as the creation prototype, which not only demonstrated the long history of the brand, but also had emotional interaction with consumers. He also used the important year of the brand on the FM number of the recorder, and used this natural way to integrate the brand into the design.
Inspiration: The inspiration for this design comes from the starting year of the brand. The 1980s was a very interesting time. At that time, the most popular way for young people was to carry a recorder, dance and sing in bell bottoms, and be very happy. This is exactly the pleasant feeling that beer can bring to people. From the physical and spiritual aspects of the brand, it is very consistent.
Project Duration: The project will start in Wuhan, China in June 2022, be completed in Wuhan, China in July 2022, and be exhibited in Hubei, China in September 2022.
Operation Flow: This gift box uses the most popular recorder in the 1980s as the creation prototype, which will remind many people of their memories. In the current trend of retro, many young people also like this retro design, so it can cover a very wide range of consumers' ages. Emotional interaction is the interaction that can bring consumers the greatest memory point, and will bring better brand goodwill to the brand.
Patents: The intellectual property/patents/copyrights belongs to InBev Jinlongquan Beer