Utobeera Fruitbeer

Utobeera Fruitbeer is an innovative packaging design concept that merges cultural iconography with contemporary digital aesthetics, created by art director Jansword Zhu and team. The design, which earned recognition with an Iron A' Design Award in the Packaging Design category, draws its philosophical foundation from the concept of utopia, embodying values of equality, human rights, diversity, uniqueness, and love. The distinctive visual approach incorporates psychedelic art interpretations of four historical figures: René Magritte's iconic hat man, a traditional Chinese dress-clad figure, the Roman god Bacchus, and the Chinese god of Longevity, each reimagined with a contemporary digital twist and integrated with fruit motifs. The design's aesthetic is heavily influenced by cyberpunk culture, targeting young consumers with its bold visual language and digital-age sensibilities. The packaging, measuring 50mm x 50mm x 210mm, employs sophisticated production techniques including Pantone colors and foil pressing to achieve its striking visual impact. Developed between August 2019 and February 2020 across Beijing, Shanghai, and Handan, the project represents a significant innovation in beverage packaging design, successfully bridging traditional artistic references with modern digital culture while maintaining strong brand identity and visual appeal.

Author: Adam Dawson

Keywords: packaging design, cyberpunk aesthetics, fruit beer branding, psychedelic art, cultural fusion, beverage innovation

SOURCES:
https://competition.adesignaward.com/102296

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