Golden Cat 啤酒 by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award 鐵獎 in 包裝設計 Competition Category.

鐵包裝· 2023

Golden Cat 啤酒

by Jin Zhang

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

A' Design Award 鐵獎 Winner in 包裝 Category

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Verified Award Winner

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Colors

The Design

About Golden Cat 啤酒

這是一款適合夜間飲用的啤酒。設計師選擇了消費者非常喜歡的貓作為主要形象進行設計，讓啤酒能夠快速與消費者建立情感聯繫，同時增加親密感。同時喜歡夜間活動的貓也非常符合這款酒的消費時間（夜間消費）定位。最後，設計師還採用了經典的歐洲圖案進行裝飾，讓整個啤酒標籤充滿了精緻感。

The Recognition

About the A' Design Award 鐵獎

Golden Cat 啤酒是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Golden Cat 啤酒將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Golden Cat 啤酒因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

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.