Jinlongquan Yanzhi Packaging by Jin Zhang

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DESIGN DETAILS
DESIGN NAME:
Jinlongquan Yanzhi

PRIMARY FUNCTION:
Packaging

INSPIRATION:
Jinlongquan brand has been in Hubei for more than 40 years. It has long been a representative beer brand in Hubei, but none of its beer interprets Hubei culture. Now Hubei is a province with high attention in the world. Designers use this advantage to design a series of products with Hubei culture. Dialect is a very good choice.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The designer broke the European style design routine of beer, and expressed the most authentic dialect culture in the way of handwritten calligraphy. At the same time, he painted the most representative buildings and water systems in Hubei (Hubei has the reputation of being a province with thousands of lakes) and the depiction of characters and consumption scenes, integrating more fireworks and fashion, forming a "river lake Hubei" picture. Let people use the dialect on the bottle to talk while drinking, find their hometown in the illustration, interact with consumers and get closer.

OPERATION / FLOW / INTERACTION:
While drinking beer, you can tell your friends the dialect on the bottle and find your hometown in the illustration. It makes people feel more friendly and can quickly shorten the distance between you and consumers.

PROJECT DURATION AND LOCATION:
The project started to be created in April 2021, produced in May, and is expected to go on sale in Hubei in June

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Glass bottle aluminized paper

SPECIFICATIONS / TECHNICAL PROPERTIES:
253mm*65mm*65mm This is a series of glass bottles of beer. The glass bottles can better retain the original flavor of beer. In addition, the color of this beer is clear. It uses transparent glass bottles with light color labels to make it clear and cool.

TAGS:
Beer, Hubei, dialect, illustration, Calligraphy, China

RESEARCH ABSTRACT:
In the discussion of how to express Hubei culture and how to integrate into beer culture, the dialect version of wine words was recommended. It can not only express the authentic Hubei culture, but also shorten the distance with consumers and enhance the interaction. For this reason, the designer consulted the experts and professors of language to express dialect more strictly. At the same time, the designer of handwritten font is required to write brush words to reflect its uniqueness and uniqueness.

CHALLENGE:
The biggest challenge is that there are many dialects in Hubei, which are very rich and different. In order to express them more accurately, the designer specially consulted many local people and experts. At the same time, in order to enrich the performance, the designer inspected the representative buildings in many areas of Hubei, and finally drew a beautiful scroll of Hubei.

ADDED DATE:
2021-05-24 12:50:53

TEAM MEMBERS (1) :
Creative director: Jin Zhang

IMAGE CREDITS:
Jin Zhang, 2021.

PATENTS/COPYRIGHTS:
Copyright by InBEv Jinlongquan Beer (Hubei) Co., LTD., 2021

Visit the following page to learn more: https://www.zcool.com.cn/work/ZNTM5MTE5MDg=.h tml
CLIENT/STUDIO/BRAND DETAILS
NAME:
InBev jinlongquan beer (Hubei)

PROFILE:
InBev jinlongquan beer (Hubei) chose to develop beer in 1977. It has three production bases of Jingmen, Xiaogan and Yichang, with an annual beer production capacity of 600000 tons. The company is a joint venture between Budweiser InBev group, the world's largest brewer, and Hubei jinlongquan group. It is one of the largest beer brewing bases in Central China.

NOMINATION DETAILS

Jinlongquan Yanzhi Packaging by Jin Zhang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Jinlongquan Yanzhi Packaging by Jin Zhang is Winner in Packaging Design Category, 2021 - 2022.



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