Passion Fruit Beer by Jin Zhang |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Passion Fruit PRIMARY FUNCTION: Beer INSPIRATION: The creative inspiration mainly comes from two aspects: first, this beer created in spring, the overall packaging design conforms to the lush scene of spring, and through the combination of elements such as passion fruit branches, fruits, wheat ears, hops, etc., it highlights the refreshing taste; Second, 2024 coincided with the the Year of the Loong in China, and there was also a "dragon" in the brand name, so designers naturally portrayed the "dragon" as the main visual element. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The packaging design uses the branches and leaves of passion fruit, as well as the most important wheat ears and hops for brewing beer, to create a vibrant scene and highlight the refreshing taste of passion fruit. At the same time, 2024 is the the Year of the Loong in China. The brand of this beer is called "Golden Dragon Spring", so the designer depicts the "dragon" representing the brand spirit and Chinese spirit, becoming an important visual element of this package. OPERATION / FLOW / INTERACTION: The 1L large iron can has a better display area. Copper engraving style illustrations depict rich details, and convey the spiritual symbols of the brand (Chinese Loong) and the product attributes of beer (passion fruit, hops, wheat ears); The combination of purple, gold, and green highlights the passion fruit flavor and vibrant green, forming a rich and layered packaging design scheme. PROJECT DURATION AND LOCATION: The project started in Wuhan, China in February 2024 and was completed in March 2024. It is expected to be sold in China in May 2024. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The bottle is made of iron SPECIFICATIONS / TECHNICAL PROPERTIES: height 250mm x diameter 80mm TAGS: Beer, Jinlongquan, SANBU Design, Wuhan packaging design RESEARCH ABSTRACT: Jinlongquan Beer began producing beer in 1978 with an annual beer production capacity of 600000 tons, making it one of the largest beer brewing bases in central China. Jinlongquan Baixiangguo Craft Beer is a mid to high end beer product that is brewed with higher end ingredients, making it fresher and more mellow. Combining 2024 is the the Year of the Loong in China and the "dragon" contained in the brand name, the designer depicts the "dragon" as the main element. 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. ADDED DATE: 2024-04-02 02:12:28 TEAM MEMBERS (2) : Designer: Jin Zhang and illustration: Jin Zhang IMAGE CREDITS: Jin Zhang, 2023. PATENTS/COPYRIGHTS: InBev jinlongquan beer (Hubei) Co., Ltd |
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| Visit the following page to learn more: https://www.sanbu.cc | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Wuhan Sanbu Brand Design PROFILE: Sanbu Brand Design is a strategic brand full case design and product packaging design organization founded by Mr. Zhang Jin, who has been continuously engaged in brand strategy, design, and practice for 15 years, in Wuhan in 2020. Based on the consumer market, Sanbu practices the concept of "Improving Chinese brands via Chinese culture",and enhances the differentiation and competitive advantage of brands and products by exploring culture and emotions; Sanbu makes good use of strategic guidance, combined with contemporary aesthetic expression, to help the brand continuously climb the path of upgrading. |
| AWARD DETAILS | |
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Passion Fruit Beer by Jin Zhang is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Jin Zhang. · Click here to register inorder to view the profile and other works by Jin Zhang. |
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