Jinlongquan 啤酒包裝 by Jin Zhang is a highly esteemed winner of the very prestigious 2022 A' Design Award 銀獎 in 包裝設計 Competition Category.

銀包裝· 2022

Jinlongquan 啤酒包裝

by Jin Zhang

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

A' Design Award 銀獎 Winner in 包裝 Category

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Colors

The Design

About Jinlongquan 啤酒包裝

金龍泉啤酒希望推出既能傳達品牌悠久歷史，又能讓消費者感受到良好品質的中高端產品；設計師用豐富的插畫描繪啤酒花、麥穗、木酒桶、啤酒、水源等元素，使包裝具有很強的啤酒行業屬性；更重要的是，插圖包括1978年在金龍泉酒廠舊址雕刻的中國龍的品牌形象符號，以及重新設計的標誌字體和品牌紅色，形成了強烈的品牌辨識度。

The Recognition

About the A' Design Award 銀獎

Jinlongquan 啤酒包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Jinlongquan 啤酒包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Jinlongquan 啤酒包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

Behind the Design

Press Kit

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

Unique Properties: Rich illustrations are used to express the spirit of brand craftsmen. The illustrations are inspired by the Chinese dragon sculpture in jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water sources and other elements, reflecting the attributes of the beer industry; The redesign of logo font and brand red form a strong brand recognition.
Dimensions & Packaging: 80*250mm（jar）
Tags: Beer, Jinlongquan, SANBU, Wuhan packaging design
Production Technology: The bottle is made of iron
Design Challenge: As the largest beer manufacturer in Hubei, China, jinlongquan hopes to launch a medium and high-end product that can improve the brand image, which can not only convey the long history of jinlongquan brand, but also make consumers feel the good quality of the product. We should have the unique spiritual symbol of the brand and show the pure product attribute of beer.
Research: Jinlongquan beer began to produce beer in 1978, with an annual beer production capacity of 600000 tons. It is one of the largest beer brewing bases in Central China. Jinlongquan draft beer is a medium and high-end beer product. It is brewed with more high-end raw materials, which is fresher and mellower.
Inspiration: The illustration is inspired by the Chinese dragon sculpture in the former site of jinlongquan distillery in 1978. The Chinese dragon is a mascot and the spiritual symbol of the brand; The illustrations also include hops, ears of wheat, wooden wine barrels, beer, water source Zhanghe Reservoir and other elements, making the packaging have strong beer industry attributes; The redesign of logo font and brand red form a strong brand recognition.
Project Duration: The project was launched in Hubei, China in January 2022 and completed in Wuhan, China in February. It is expected to be listed and sold in China in April.
Operation Flow: 1L large tank has better display area, black-and-white illustrations depict rich details, and convey the spiritual symbol of the brand (Chinese dragon) and the product attributes of beer (hops, ears of wheat, wooden barrel, beer and water); The combination of red and gold can better highlight the brand and product information and form a rich and hierarchical packaging design scheme.
Patents: InBev jinlongquan beer (Hubei) Co., Ltd
Team Members: Designer: Jin Zhang
illustration: Jin Zhang