Gen Xu and Feihu Han 的作品 Yanjing White Beer 啤酒包装

设计师 Gen Xu and Feihu Han 的作品 Yanjing White Beer 啤酒包装荣获了极具声望的 2021 A' Design Award 铜奖，竞赛类别为包装设计。

铜包装· 2021

Yanjing White Beer 啤酒包装

设计师： Gen Xu and Feihu Han

客户: Beijing Yanjing Brewery Co.,Ltd.

包装类别A' Design Award 铜奖获奖者

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验证 #120520 的获奖状态

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色彩

设计作品

关于 Yanjing White Beer 啤酒包装

燕京白啤是一款瓶装与罐装啤酒的包装设计。图形融合了中德两国的文化元素，色彩取自德国足球队服，并以麦芽与啤酒花的图像向白啤的发源地德国致敬。盾牌造型的标题区块突出了产品名称，并使版面保持均衡。罐体尺寸依照普通手掌的大小设计，握持稳固；瓶身呈锥形，可在任意高度轻松握取。瓶身采用可回收玻璃制成，罐体则采用可回收铝材。

荣誉认可

关于A' Design Award 铜奖

Yanjing White Beer 啤酒包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Yanjing White Beer 啤酒包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Yanjing White Beer 啤酒包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: Yanjing white beer is a new brand promoted by Yanjing Group, which integrates the alcohol and sports culture of China and German. The designing elements are based on the uniform of German football team. While the malt and hops symbolize the fusion of eastern and western culture as well as respect for the original place of white beer. This design helps spread the concept of white beer and also makes the package more recognizable.
尺寸与包装: 67.4*67.4*248mm, 54*54*170mm
标签: White beer, liquor package, fashionable appearance, cultural connotation, innovative interaction
生产技术: The package of Yanjing White Beer is made of recyclable aluminum material (canned beer) and recyclable glass (bottled beer). The integrated bottle saves material cost. By presenting the pure ingredients of beer-making, malt and hops, customers can taste the special and abundant flavor of beer and get perfect drinking experience.
设计挑战: The white beer has been an independent category in Chinese market, but there is further room for the improvement of its market awareness, which still belongs to minor beer. With innovation in terms of fermentation, materials and craft, it guides the new trend of healthy liquor-drinking. Meanwhile, it breaks the market situation of white beer, stimulating the consumption of white beer, refreshing the traditional cognition of white beer and building brand image by the logo and original package.
研究: According to research, most alcohol consumers pursue high-end, individual and high-quality products. And traditional white beer emphasizes foreign background and European and American culture, which does not cater to the aesthetics and taste of Chinese customers. While the new package of Yanjing white beer introduces Chinese characteristics on this basis, which shows the confidence of Yanjing Beer on Chinese culture.
灵感: The package design is inspired by the pure ingredients in malt and hops. The entire package adopts shield-like title, which matches with the recognizable slogan well and highlights the words of White Beer. Meanwhile, the Chinese and German cultural elements, malt, hops and German football team are used as decoration, which shows respect for German, the original place of white beer.
项目周期: The project was started in Beijing in September, 2020 and put on sale in November, 2020.
操作流程: The can of white beer is designed according to the palm size of most customers so as to facilitate their holding and grasping and avoid easy slipping. While the bottled white beer adopts tapered design so that customers can grasp it properly at any height. The pull ring design on the cap can allow customers to easily open it without an opener at any time and any place.
团队成员: Feihu Han
Gen Xu
Da Wu