Jinlongquan Yanzhi 啤酒包装 by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2022

Jinlongquan Yanzhi 啤酒包装

by Jin Zhang

Client: InBev jinlongquan beer (Hubei)

A' Design Award 铁奖 Winner in 包装 Category

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Verified Award Winner

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Colors

The Design

About Jinlongquan Yanzhi 啤酒包装

金龙泉品牌在湖北40余年，此次打造一系列能代表湖北文化的啤酒，设计师用中国书法字的方式表现方言文化，同时绘画出湖北最具代表性的建筑群和水系（湖北有千湖之省的美誉）及人物和消费场景，融入更多生活气息和时尚感，人们可以说说瓶身上的方言，看看插画中自己的家乡，增强与消费者之间的互动。

The Recognition

About the A' Design Award 铁奖

Jinlongquan Yanzhi 啤酒包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Jinlongquan Yanzhi 啤酒包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Jinlongquan Yanzhi 啤酒包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

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