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Jinlongquan Beer Packaging by Jin Zhang |
Home > Winners > Design #138718 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
JZ: According to the pricing of the product, this product is a relatively high-end product. It is necessary to convey the value of the product through design, and at the same time show the unique tonality and culture of the brand. The whole is presented in the form of prints, reflecting the strictness of product technology and product quality. The illustrations are inspired by the Chinese dragon sculpture at the former site of the Jinlongquan Distillery in 1978. The Chinese dragon is an auspicious thing and a spiritual symbol of the brand. The illustrations also contain elements such as hops, wheat, wooden wine barrels, beer, and the source of the water source, the Li River Reservoir, so that the packaging has strong attributes of the beer industry.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
JZ: The most prominent aspects of this work are two aspects: the sense of quality and the export of brand culture. Through the design to enhance the implantation of brand culture, the formation of brand symbols and the enhancement of brand value.
FS: What are your future plans for this award winning design?
JZ: This product has been listed for sale, and it is hoped that it will have good sales performance.
FS: How long did it take you to design this particular concept?
JZ: The design took about 2 months from idea to design to production.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JZ: This design task was assigned by our client, and the overall creative inspiration was found and completed by ourselves, and ultimately Party A was very satisfied.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
JZ: This design work is the survival and sales of Yingbo Jinlongquan Beer (Hubei) Co., Ltd. We are the second party to help them do packaging design.
FS: What made you design this particular type of work?
JZ: This design idea is derived from the product price, market positioning and brand culture.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
JZ: In the past two years, some works in the form of prints have gradually appeared in China. We think that this style is very delicate and rich in details, which is very suitable for the positioning of this product, so we used this style.
FS: Who is the target customer for his design?
JZ: The target customers of this product are customers who like fresh beer and have a certain sense of quality. Therefore, prints were used in the design to depict rich details and highlight the sense of quality. The elements include the dragon of brand culture, as well as the raw materials of beer: wheat ears, hops, water source, wooden barrels and other elements to convey the purity of beer. At the same time, the characteristics of "fresh" beer were specially marked with words.
FS: What sets this design apart from other similar or resembling concepts?
JZ: The biggest difference between this design and other products of the same type is the use of "dragon," which is the super symbol of the brand. It is closely related to the brand name and is the DNA of the brand. At the same time, it is combined with "water source," which is also a very big advantage of the brand. These are all unique to the brand. More resources, of course, this large can of beer, many brands can not achieve such a delicate performance, which is completely different from other products.
FS: How did you come up with the name for this design? What does it mean?
JZ: This is the product name given by Party A, which is the brand name of Party A.
FS: Which design tools did you use when you were working on this project?
JZ: Drawing board, Adobe Illustrator, Cinema 4D
FS: What is the most unique aspect of your design?
JZ: I think the most unique is the overall concept combination, which shows the product quality, brand cultural symbols, beer product characteristics and freshness.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JZ: The design was done by me alone.
FS: What is the role of technology in this particular design?
JZ: This design uses very few colors, and the requirement for printing technology is to be accurate, because there are so many lines.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JZ: We did a visual breakdown of the brand's old products before doing this design, and studied the same type of products of other brands. It can be determined that they do not have this style, so this market research can make this design stand out on the shelf.
FS: What are some of the challenges you faced during the design/realization of your concept?
JZ: The biggest challenge in the production of this design work is the accuracy of printing. It is not allowed to have misalignment and produce ghosting. Fortunately, the quality of printing is very good.
FS: How did you decide to submit your design to an international design competition?
JZ: First of all, we ourselves and our clients are very satisfied with this design, so we are confident that we can win the award. We need to get professional recognition. At the same time, thanks to the A' Design Award's scoring mechanism, when we get the initial score, we are more convinced that we should submit this work.
FS: What did you learn or how did you improve yourself during the designing of this work?
JZ: The print style used in this design work is a print style that we have rarely tried before. This bold attempt has allowed us to get recognition, which has also increased our confidence. Although the process takes more time, we think it is worth it.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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