Jinlongquan Beer 禮品盒 by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2023

Jinlongquan Beer 禮品盒

by Jin Zhang

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

A' Design Award 銅獎 Winner in 包裝 Category

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Colors

The Design

About Jinlongquan Beer 禮品盒

這款禮盒以20世紀80年代最流行的錄音機為創作原型，會勾起很多人包括年輕人的回憶，實現良好的情感互動。設計師採用瓦楞紙板箱進行設計，實用、環保、節省成本。同時，他巧妙地在禮盒正面開了三個圓孔，可以直觀地看到裡面不同類型的啤酒產品，實現了情感、環保和功能的三層設計。

The Recognition

About the A' Design Award 銅獎

Jinlongquan Beer 禮品盒是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Jinlongquan Beer 禮品盒將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Jinlongquan Beer 禮品盒出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: Jinlongquan Beer has a history of more than 40 years in China. It has been liked by people since 1977. This gift box is designed to give back consumers' love for Jinlongquan for so many years. Therefore, it uses the most popular tape recorder model in the 1980s as the creation prototype. With this image, it creates a silent classic sound to convey the brand's position in consumers' hearts, and convey the idea that beer brings unlimited fun to people.
Dimensions & Packaging: Width 370mm x Depth 70mm x Height 310mm
Tags: Jinlongquan Beer, Gift Box, Jin Zhang, Wuhan SANBU, Packing Design, China
Production Technology: Although this is a gift box, in order to avoid excessive packaging, the designer only used corrugated boxes to achieve this, which is practical and environmentally friendly and saves the brand money. At the same time, taking advantage of the modeling characteristics of the tape recorder, three circular holes were opened on the basis of not damaging the integrity, so that consumers can clearly see several different types of beer products in the gift box from the outside, achieving the dual protection of brand culture and function.
Design Challenge: The biggest challenge of this gift box is to control the production cost, but the designer perfectly solved it through creative modeling, and the corrugated box is also very environmentally friendly. Another challenge lies in the internal fixed structure. The designer gave up the simple but not environmentally friendly foam and solved it by blocking the product through the opening of the carton, so that the whole gift box can reach the most environmentally friendly state.
Research: When doing this design, the designer started to study the brand development process and found out several important nodes of the brand development. He used the most popular recorder in the brand's initial years as the creation prototype, which not only demonstrated the long history of the brand, but also had emotional interaction with consumers. He also used the important year of the brand on the FM number of the recorder, and used this natural way to integrate the brand into the design.
Inspiration: The inspiration for this design comes from the starting year of the brand. The 1980s was a very interesting time. At that time, the most popular way for young people was to carry a recorder, dance and sing in bell bottoms, and be very happy. This is exactly the pleasant feeling that beer can bring to people. From the physical and spiritual aspects of the brand, it is very consistent.
Project Duration: The project will start in Wuhan, China in June 2022, be completed in Wuhan, China in July 2022, and be exhibited in Hubei, China in September 2022.
Operation Flow: This gift box uses the most popular recorder in the 1980s as the creation prototype, which will remind many people of their memories. In the current trend of retro, many young people also like this retro design, so it can cover a very wide range of consumers' ages. Emotional interaction is the interaction that can bring consumers the greatest memory point, and will bring better brand goodwill to the brand.
Patents: The intellectual property/patents/copyrights belongs to InBev Jinlongquan Beer