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| DESIGN DETAILS |
DESIGN NAME:
Jinlongquan Beer
PRIMARY FUNCTION:
Gift Box
INSPIRATION:
The inspiration for this design comes from the starting year of the brand. The 1980s was a very interesting time. At that time, the most popular way for young people was to carry a recorder, dance and sing in bell bottoms, and be very happy. This is exactly the pleasant feeling that beer can bring to people. From the physical and spiritual aspects of the brand, it is very consistent.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Jinlongquan Beer has a history of more than 40 years in China. It has been liked by people since 1977. This gift box is designed to give back consumers' love for Jinlongquan for so many years. Therefore, it uses the most popular tape recorder model in the 1980s as the creation prototype. With this image, it creates a silent classic sound to convey the brand's position in consumers' hearts, and convey the idea that beer brings unlimited fun to people.
OPERATION / FLOW / INTERACTION:
This gift box uses the most popular recorder in the 1980s as the creation prototype, which will remind many people of their memories. In the current trend of retro, many young people also like this retro design, so it can cover a very wide range of consumers' ages. Emotional interaction is the interaction that can bring consumers the greatest memory point, and will bring better brand goodwill to the brand.
PROJECT DURATION AND LOCATION:
The project will start in Wuhan, China in June 2022, be completed in Wuhan, China in July 2022, and be exhibited in Hubei, China in September 2022.
FITS BEST INTO CATEGORY:
Packaging Design
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PRODUCTION / REALIZATION TECHNOLOGY:
Although this is a gift box, in order to avoid excessive packaging, the designer only used corrugated boxes to achieve this, which is practical and environmentally friendly and saves the brand money. At the same time, taking advantage of the modeling characteristics of the tape recorder, three circular holes were opened on the basis of not damaging the integrity, so that consumers can clearly see several different types of beer products in the gift box from the outside, achieving the dual protection of brand culture and function.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 370mm x Depth 70mm x Height 310mm
TAGS:
Jinlongquan Beer, Gift Box, Jin Zhang, Wuhan SANBU, Packing Design, China
RESEARCH ABSTRACT:
When doing this design, the designer started to study the brand development process and found out several important nodes of the brand development. He used the most popular recorder in the brand's initial years as the creation prototype, which not only demonstrated the long history of the brand, but also had emotional interaction with consumers. He also used the important year of the brand on the FM number of the recorder, and used this natural way to integrate the brand into the design.
CHALLENGE:
The biggest challenge of this gift box is to control the production cost, but the designer perfectly solved it through creative modeling, and the corrugated box is also very environmentally friendly. Another challenge lies in the internal fixed structure. The designer gave up the simple but not environmentally friendly foam and solved it by blocking the product through the opening of the carton, so that the whole gift box can reach the most environmentally friendly state.
ADDED DATE:
2022-09-26 07:18:16
TEAM MEMBERS (1) :
IMAGE CREDITS:
Jin Zhang, 2022.
PATENTS/COPYRIGHTS:
The intellectual property/patents/copyrights belongs to InBev Jinlongquan Beer
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| Visit the following page to learn more: https://njxyn.zcool.com.cn/ |
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| CLIENT/STUDIO/BRAND DETAILS |
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NAME:
InBev jinlongquan beer (Hubei) Co., Ltd
PROFILE:
InBev jinlongquan beer (Hubei) Co., Ltd. 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.
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| COMMENTS |
| Giulia Esposito |
Comment #95692 on June 20, 2023, 9:30 pm |
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I am absolutely thrilled to see the wonderful design of Jinlongquan Beer Gift Box. It is a truly beautiful and well thought-out packaging design that stands out from the rest. I am impressed by the clever use of colours and textures to make the overall design look elegant and inviting. The box also appears to be very durable and of high quality, which is a great plus. Overall, this is an amazing piece of packaging design and I am so glad that it has been recognized by the A'Design Award. Congratulations to Jin Zhang for their brilliant design!
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| Chloe Turner |
Comment #96361 on June 21, 2023, 1:13 am |
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I'm in awe of this truly remarkable design! It is no wonder it was chosen for such a distinguished award. The Gift Box for Jinlongquan Beer is a testament to the designer's skillful use of the 1980s aesthetic to create an evocative piece of work. The choice of colors, materials and structural elements all combine to create a powerful visual statement that truly captures the spirit of the brand. The packaging design is attractive, creative and stands out from the crowd. Truly an exceptional achievement!
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| Elisabeth Clark |
Comment #97366 on June 21, 2023, 6:48 am |
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Congratulations to Jin Zhang for winning the A' Design Award with their work titled "Jinlongquan Beer"! As a design enthusiast, I find this work truly inspiring. It is a great example of how design can be used to convey a powerful message, while also paying homage to the brand's history. It is amazing how the designer was able to use the most popular recorder in the brand's initial years as the creation prototype, and how they used the important year of the brand on the FM number of the recorder to integrate the brand into the design. This work is a great testament to the potential of design and I am sure it will be remembered for years to come. Well done!
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| Adam Harris |
Comment #97977 on June 21, 2023, 10:12 am |
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This is a truly remarkable piece of design! From the unique use of the vintage tape recorder as a prototype to the natural incorporation of the brand’s important year into the design, this gift box stands out for its creativity and thoughtful approach to packaging design. The designer was able to find a creative solution to controlling the production cost while also creating an environmentally-friendly structure. The result is an impressive design that serves as a homage to the brand’s history and conveys the idea that beer brings unlimited fun to people. Congratulations to the designer for this outstanding work!
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| Mark Allen |
Comment #98864 on June 21, 2023, 3:08 pm |
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This award-winning work is an innovative and creative example of packaging design that seamlessly blends unique properties, research, inspiration and challenges into a unified design that speaks to the heart of its consumers. The use of an iconic audio recorder model from the 1980s is a clever and nostalgic reference that is sure to evoke positive emotions. The clever use of corrugated boxes to minimize packaging and increase sustainability is a highly admirable achievement. This work deserves to be celebrated for its exemplary design and production methods.
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