Golden Cat 啤酒 by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2023

Golden Cat 啤酒

by Jin Zhang

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

A' Design Award 铁奖 Winner in 包装 Category

13,145

Verified Award Winner

Verify Award Status for #146768

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Golden Cat 啤酒

这是一款适合夜间饮用的啤酒。设计师选择了消费者非常喜欢的猫作为主要形象进行设计，让啤酒能够快速与消费者建立情感联系，同时增加亲密感。同时喜欢夜间活动的猫也非常符合这款酒的消费时间（夜间消费）定位。最后，设计师还采用了经典的欧洲图案进行装饰，使得整个啤酒标签充满了精致感。

The Recognition

About the A' Design Award 铁奖

Golden Cat 啤酒是 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Golden Cat 啤酒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。Golden Cat 啤酒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: 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.