Golden Cat ቢራ by Jin Zhang is a highly esteemed winner of the very prestigious 2023 ናይ ሓጺን ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.

ሓጺንማዕሸጊ· 2023

Golden Cat ቢራ

by Jin Zhang

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

ናይ ሓጺን ሽልማት A' Design Award Winner in ማዕሸጊ Category

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The Design

About Golden Cat ቢራ

ነዚ ናይ ለይቲ ስትየት ዝኸውን ቢራ እዩ። ዲዛይነሩ ነቲ ተጠቀምቲ ኣዝዮም ዝፈትውዎ ድሙ ከም ቀንዲ ምስሊ ናይ ዲዛይን መሪጹ፣ በዚ ድማ እቲ ቢራ ምስ ተጠቀምቲ ቅልጡፍ ስምዒታዊ ርክብ ክምስርት እናኸኣለ፣ ናይ ቅርበት ስምዒት ይውስኽ። ብተወሳኺ፣ እቲ ናይ ለይቲ ንጥፈታት ዝፈቱ ድሙ ምስቲ ናይ ስትየት ግዜ (ናይ ለይቲ ስትየት) መርገጺ እዚ መስተ ኣዝዩ ዝሰማማዕ እዩ። ኣብ መወዳእታ፣ ዲዛይነሩ ክላሲካል ኣውሮጳዊ ኣቀማምጣታት ንጌጋ ተጠቒሙ፣ በዚ ድማ ብምሉኡ እቲ ናይ ቢራ ስያመ ብዝርዝርን ጽባቐን ዝመልአ ኮይኑ ኣሎ።

The Recognition

About the ናይ ሓጺን ሽልማት A' Design Award

Golden Cat ቢራ ናይ ሓጺን ሽልማት A' Design Award ዝዓወተ እዩ፣ ካብ ጽቡቕ ዝተዳለዉ ፍጥረታት ዝጽበዩ ሞያውን ኢንዱስትሪኣውን ጠለባት ንዝመላኡ ጽቡቓት ዲዛይናት ዝወሃብ ክቡር ኣፍልጦ። ዘዓወቱ ሓጺን ዓቢ ክእለት፣ ልዑል ፍሉይነት፣ ክኢላዊ ርድኢትን ፈጠራዊ ዓቕምን ፈጣርዮም የርእዩ። Golden Cat ቢራ ብብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን፣ ተግባራውን ሓድሽን ፍጥረት ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ሓጺን ሽልማት A' Design Award ንዝበለጹ ልምድታት ኢንዱስትሪ የጣምር፣ ምስ ፍልጠትን ተውህቦን ዝተኣሳሰሩ ብቑዓት ቴክኒካውያን ባህርያት ድማ ኣለዎ። Golden Cat ቢራ ብጥንቃቐኡ ይኽበር፣ ንዓለም ዝሓሸ ቦታ ክትኸውን ዝሕግዙ ምምሕያሻት መዓርግ ህይወት ንምቕራብ ድማ ዝተዳለወ እዩ።

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.