Li Beer Packaging by China Resources Snow Breweries

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DESIGN DETAILS
DESIGN NAME:
Li Beer

PRIMARY FUNCTION:
Packaging

INSPIRATION:
The packaging design is inspired by the ancient liquor-making techniques discovered in Yangshao cultural site. The shape of the bottle draws on the Shuang-Er-Ni-Yu pattern pottery bottle unearthed in the site and the carvings on the bottle resemble traditional water ripples and fish stripes

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The package design of Li aims to celebrate the origin of Chinese beer brewing history found in Yangshao cultural site. Li adopts a traditional Chinese brewing recipe to convey traditional Chinese beer culture. The package in the form of Shuang-Er-Ni-Yu also salamander fish pattern pottery bottle instills the historical brewing recipe and the flavor to users. Elegant pictures and archaistic fonts enhance the essence and historical sense of Li.

OPERATION / FLOW / INTERACTION:
The gift package applies the embossing technique to its surface so that users can feel the texture when they touch the package. Users can enjoy the pleasing and mellow beer made by the traditional recipe as soon as they open the gift package and tear off the top seal.

PROJECT DURATION AND LOCATION:
The project started in 2020 and finished in June, 2021.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The bottle is made of glass.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Specifications: 2x999ml eachbottle 350 mmx 120mm x330mm

TAGS:
-

RESEARCH ABSTRACT:
The recipe is derived from the archaeological findings about Mijiaya historic site in Shaanxi province, which belongs to Yangshao culture. On the pottery around 5,400 years ago, the fermentation trace of barley and other cereals were detected, serving as the earliest record of beer brewing in ancient times. It was in the Gangu county, Xiping historic site, which also belongs to Yaoshao culture, that the Shuang-Er-Ni-Yu pattern pottery bottle was unearthed.

CHALLENGE:
The challenge in the design process is to effectively convey the product concept and the traditional brewing recipe through the package design. To achieve this, the package design absorbs the bottle found in Yangshao cultural site and integrates traditional water ripples and fish stripes, thus endowing “Li” with an ancient aura. This is also a way to pay a tribute to Chinese liquor culture. The great value of beer is highlighted through the overall package, materials, brewing techniques and cultural connotation.

ADDED DATE:
2022-02-24 02:58:07

TEAM MEMBERS (1) :


IMAGE CREDITS:
China Resources Snow Breweries, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
CHINA RESOURCES SNOW BREWERIES

PROFILE:
China Resources Breweries Co., Ltd. is the leading enterprise in the beer industry of China. Founded in 1993, it takes "becoming the No.1 beer company in China" as strategic goal, "providing good wine for everyone" as the corporate spirit. Now, it focuses on "high-end products, diversified brands and international presence", and strives to turn itself into a world-class top beer enterprise.

NOMINATION DETAILS

Li Beer Packaging by China Resources Snow Breweries is a Nominee in Packaging Design Category.

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AWARD DETAILS

Li Beer Packaging by China Resources Snow Breweries is Winner in Packaging Design Category, 2021 - 2022.



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